Sports Betting - UK - July 2012
Sports betting opportunities in the UK have been traditionally restricted to horseracing, greyhounds and fixed-odds football coupons. However, the sector has in recent years become one of the gambling market’s most dynamic, thanks to the emergence of new channels through which to bet, a mushrooming of the sports and markets available, and increased freedom to advertise their appeal.
Operators are understandably keen to pursue the potential of new opportunities presented by the growing popularity of in-play betting and mobile devices in particular, but the challenge of revitalising the stagnating but still market-leading segments of horseracing and betting shops continues to lurk in the background.
This report assesses current patterns of UK adults’ sports betting habits, examines the strengths and weaknesses of the key betting platforms, and identifies ways in which operators can respond to some of the main opportunities and challenges emerging.
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