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Sports Betting - UK - May 2013

“Headroom in the comparatively youthful online and mobile segments, supplemented by continuing relocation of betting shops to more advantageous locations, is creating potential for sustained growth in sports betting market size. However a number of key issues exist for the industry to address over the short and medium term.”

– David Walmsley, Senior Leisure Analyst

Some questions answered in this report include:

  • How can more sports fans be persuaded to bet?
  • What is the betting potential of sports beyond the ‘big two’?
  • Second screens: Smartphones or tablets?
  • Can social media become a serious sports betting platform?
  • How can betting shops avoid being marginalised by online alternatives?
 

In 2013, sports betting in the UK is fast becoming a genuinely two-horse race as its rapidly-maturing online segment closes up on a retail business that has been stagnating in revenue terms.

Operators are continuing to prioritise the unexploited potential of online, mobile and in-play betting for short- to medium-term future growth but are also beginning to return one eye to the shop sector and examine how the most popular elements of remote play can be transferred to the high street environment.

This report assesses current patterns of UK adults’ sports betting habits, examines the strengths and weaknesses of the key betting platforms, and identifies a range of responses to some of the main opportunities and challenges emerging.

 

Mintel defines sports betting as the placing of a bet on a sporting event with a bookmaker or on a betting exchange. It excludes private betting but includes in-play betting as well as wagers struck ante-post. Bets placed by the following means are considered within the scope of this report:

  • In a betting shop
  • With an online bookmaker (using a PC, tablet or smartphone)
  • Via telephone (voice call)
  • Through interactive television
 

The main sports assessed in this reports are:

  • Horseracing
  • Football/soccer
  • Dog racing
  • Tennis
  • Golf
  • Rugby union
  • Snooker
  • Cricket
 

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of consumer expenditure on sports betting*, 2007/08-2017/18
            • Old favourites and new segments combine to revive spending
              • Investment in innovation key to future growth
                • Market drivers
                  • Sports segmented by consumer perceptions
                    • Broadband roll out can turn bettors back on to TV
                      • Market segmentation
                        • Figure 2: UK consumers’ expenditure on sports betting, by segment, 2010/11-2012/13
                      • Online the engine of growth, but retail ready for revival
                        • Gamblers ready to reach out beyond horses and football
                          • The consumer
                            • Figure 3: Methods of sports betting, February 2013
                          • Betting shops still first choice for the casual bet
                            • Smartphones now in-play – but primarily out of home
                              • Figure 4: Sports betting habits, February 2013
                            • Habitual betting a marriage of convenience for least-connected groups
                              • Serious bettors seek data and discussion
                                • What we think
                                • Issues in the Market

                                    • How can more sports fans be persuaded to bet?
                                      • What is the betting potential of sports beyond the ‘big two’?
                                        • Second screens: Smartphones or tablets?
                                          • Can social media become a serious sports betting platform?
                                            • How can betting shops avoid being marginalised by online alternatives?
                                            • Trend Application

                                                • Trend: Play Ethic
                                                  • Trend: Life Hacking
                                                    • Mintel Futures: East Meets West
                                                    • Market Drivers

                                                      • Key points
                                                        • Sports segmented by watching and betting
                                                          • Figure 5: Most popular spectator and betting sports, February 2011
                                                        • Shops beat browsers in catching casual trade
                                                          • Figure 6: Betting shop numbers, by operator, 2010-12
                                                        • Superfast broadband to turn bettors back on to TV?
                                                          • Figure 7: Percentage of broadband connections, by speed*, 2010-12
                                                        • Smartphone growth opens 24/7 betting market
                                                          • Figure 8: Household/personal ownership of consumer technology products, September 2012 and January 2013
                                                        • Social media – sports betting’s latest frontier
                                                          • Figure 9: Social network usage, by device, January 2013
                                                        • Tax and regulation changes move a step closer
                                                          • Figure 10: Remote gambling licenses issued by the Gambling Commission, March 2009-March 2012
                                                        • Casual bettors first casualty of economic downturn
                                                          • Figure 11: Gambling spending trends in past 12 months, September 2012
                                                        • Sport stays out of the problem gambling spotlight
                                                          • Figure 12: Gambling activities reported by GamCare callers, 2010/11 and 2011/12
                                                        • More betting interest creates more concern over corruption
                                                          • Figure 13: Loss of interest in watching sport because of scandal, by sports watched live in past 12 months, February 2013
                                                      • Who’s Innovating?

                                                        • Key points
                                                          • Betting gets social...
                                                            • ...with gamification to the fore
                                                              • Early birds catch the best prices
                                                                • Opening up the archives
                                                                  • Butler serves up commission for clubs
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • New betting frontiers help market back into growth
                                                                        • Figure 14: Consumer expenditure on sports betting, 2007/08-2017/18*
                                                                      • Forecast
                                                                        • Figure 15: Forecast of consumer expenditure on sports betting, 2007/08-2017/18
                                                                      • Forecast methodology
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Remote business closes in on retail revenue
                                                                            • Figure 16: UK consumers’ expenditure* on sports betting, by segment, 2010/11-2012/13**
                                                                          • Euros boost football’s share
                                                                            • Figure 17: UK consumers’ expenditure* on sports betting, by product, 2010/11-2012/13
                                                                        • Market Share

                                                                          • Key points
                                                                            • William Hill tightens hold on market leadership
                                                                              • Figure 18: Operators’ shares of UK sports betting market, by value, 2012/13
                                                                          • Companies and Products

                                                                            • Key points
                                                                              • William Hill
                                                                                  • Figure 19: William Hill key financials, 2011-12
                                                                                  • Figure 20: Segment performance, William Hill, 2012
                                                                                • Ladbrokes
                                                                                    • Figure 21: Ladbrokes key sports betting financials, 2011-12
                                                                                  • Gala Coral
                                                                                      • Figure 22: Gala Coral Group Ltd key financials, 2011-12
                                                                                    • Betfred
                                                                                        • Figure 23: Done Brothers (Cash Betting) Limited* key financials, 2011-12
                                                                                      • Paddy Power
                                                                                          • Figure 24: Paddy Power key financials, 2011-12
                                                                                        • Bet365
                                                                                            • Figure 25: Bet365 key financials, 2011-12
                                                                                          • Betfair
                                                                                              • Figure 26: Betfair key sports betting financials, 2011-12
                                                                                            • Sky Bet
                                                                                              • Stan James
                                                                                                  • Figure 27: Key financials, Stan James, 2010-11
                                                                                              • Brand Communication and Promotion

                                                                                                • Key points
                                                                                                  • Sportsbooks stake heavily on betting in-play
                                                                                                    • Figure 28: Betting operators’ adspend, by media type, 2009-12
                                                                                                  • Major players spend big to secure share
                                                                                                    • Figure 29: Leading sports betting sector advertisers, by expenditure, 2012
                                                                                                • Which Sports do People Bet On?

                                                                                                  • Key points
                                                                                                    • Horses lead – but only by a short head
                                                                                                      • Figure 30: Sports bet on, February 2013
                                                                                                    • Sports betting more of a team game
                                                                                                      • Figure 31: Sports bet on in last 12 months, by method of watching that sport live, February 2013
                                                                                                    • Does it really matter more when there’s money on it?
                                                                                                      • Figure 32: Repertoire of sports bet on, February 2013
                                                                                                  • Methods of Betting on Sport

                                                                                                    • Key points
                                                                                                      • Cash and access keep shops the casual choice
                                                                                                        • Figure 33: Methods of betting on sport, February 2013
                                                                                                      • In-play still dominated by desktops
                                                                                                        • Figure 34: Methods of betting in-play, desktop PC/laptop/tablet v smartphone, February 2013
                                                                                                      • Venue kiosks a (poor) second choice for smartphone gamblers
                                                                                                        • Figure 35: Betting at a sports venue kiosk, by other methods of betting on sport, February 2013
                                                                                                    • Sports Betting Habits

                                                                                                      • Key points
                                                                                                        • Bookmaker loyalty a necessity or a choice?
                                                                                                          • Figure 36: Sports betting habits, February 2013
                                                                                                        • Serious bettors need a more tailored fit
                                                                                                          • Figure 37: Comparing odds before placing bets, by sports bet on, February 2013
                                                                                                        • Betting a social habit for the young
                                                                                                          • Figure 38: Interest in talking about betting with friends, by age, February 2013
                                                                                                      • Sports Betting Attitudes

                                                                                                        • Key points
                                                                                                          • Fans v bettors – different tribes with common ground to explore
                                                                                                            • Figure 39: Attitudes towards sports betting, February 2013
                                                                                                          • 18-25s most closed to account opening
                                                                                                            • Figure 40: Agreement that opening an account with an online bookmaker is too much trouble, February 2013
                                                                                                          • A more generic approach for a non-specialist audience
                                                                                                            • Figure 41: Agreement with the statement ‘I am not interested in betting on sport’, by method of watching live football (any agree), February 2013
                                                                                                          • Serving up social betting at the tennis club
                                                                                                            • Figure 42: Attitudes towards sports betting, by method of watching live tennis (any agree), February 2013
                                                                                                        • Sports Betting Target Groups

                                                                                                          • Key points
                                                                                                            • Figure 43: Sports betting target groups, February 2013
                                                                                                          • Seasoned Stakers (34% of sample)
                                                                                                            • What do they think and do?
                                                                                                              • Who are they?
                                                                                                                • Social Occasionals (32% of sample)
                                                                                                                  • What do they think and do?
                                                                                                                    • Who are they?
                                                                                                                      • Non-starters (33% of sample)
                                                                                                                        • What do they think and do?
                                                                                                                          • Who are they?
                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                              • Figure 44: Forecast of consumer expenditure on sports betting, 2012/13-2017/18
                                                                                                                          • Appendix – Which Sports do People Bet On?

                                                                                                                              • Figure 45: Betting on horseracing, by demographics, February 2013
                                                                                                                              • Figure 46: Betting on football/soccer, by demographics, February 2013
                                                                                                                              • Figure 47: Betting on dog racing, by demographics, February 2013
                                                                                                                              • Figure 48: Betting on tennis, by demographics, February 2013
                                                                                                                              • Figure 49: Betting on cricket, by demographics, February 2013
                                                                                                                              • Figure 50: Betting on golf, by demographics, February 2013
                                                                                                                              • Figure 51: Betting on rugby union, by demographics, February 2013
                                                                                                                              • Figure 52: Betting on snooker, by demographics, February 2013
                                                                                                                              • Figure 53: Betting on another sport, by demographics, February 2013
                                                                                                                              • Figure 54: Repertoire of sports bet on, by demographics, February 2013
                                                                                                                              • Figure 55: Sports bet on (current/potential interest), by most popular sports bet on current/potential interest), February 2013
                                                                                                                              • Figure 56: Sports bet on (current/potential interest), by next most popular sports bet on (current/potential interest), February 2013
                                                                                                                              • Figure 57: Sports bet on, by most popular sports watched live at an event, February 2013
                                                                                                                              • Figure 58: Sports bet on, by next most popular sports watched live at an event, February 2013
                                                                                                                              • Figure 59: Sports bet on, by other sports watched live at an event, February 2013
                                                                                                                              • Figure 60: Sports bet on, by most popular sports watched live on TV in- home, February 2013
                                                                                                                              • Figure 61: Sports bet on, by next most popular sports watched live on TV in- home, February 2013
                                                                                                                              • Figure 62: Sports bet on, by other sports watched live on TV in-home, February 2013
                                                                                                                              • Figure 63: Sports bet on, by most popular sports watched live on TV out-of-home, February 2013
                                                                                                                              • Figure 64: Sports bet on, by next most popular sports watched live on TV out-of-home, February 2013
                                                                                                                              • Figure 65: Sports bet on, by other sports watched live on TV out-of-home, February 2013
                                                                                                                              • Figure 66: Sports bet on, by sports watched live on the internet, February 2013
                                                                                                                          • Appendix – Methods of Betting on Sport

                                                                                                                              • Figure 67: Betting on sport in betting shops, by demographics, February 2013
                                                                                                                              • Figure 68: Betting on sport online using a desktop, laptop or tablet computer, by demographics, February 2013
                                                                                                                              • Figure 69: Betting on sport online using a smartphone, by demographics, February 2013
                                                                                                                              • Figure 70: Betting on sport at a betting kiosk at a sports venue, by demographics, February 2013
                                                                                                                              • Figure 71: Betting on sport over the phone, by demographics, February 2013
                                                                                                                              • Figure 72: Betting in-play, by demographics, February 2013
                                                                                                                              • Figure 73: Methods of betting on sport (current/potential interest), by other methods of betting on sport (current/potential interest), February 2013
                                                                                                                              • Figure 74: Methods of betting on sport (current/potential interest), by most popular sports bet on (current/potential interest), February 2013
                                                                                                                              • Figure 75: Methods of betting on sport (current/potential interest), by next most popular sports bet on (current/potential interest), February 2013
                                                                                                                          • Appendix – Sports Betting Habits

                                                                                                                              • Figure 76: Sports betting habits, by demographics, February 2013
                                                                                                                              • Figure 77: Sports betting habits, by most popular sports betting habits, February 2013
                                                                                                                              • Figure 78: Sports betting habits, by next most popular sports betting habits, February 2013
                                                                                                                              • Figure 79: Sports betting habits, by betting on horseracing, February 2013
                                                                                                                              • Figure 80: Sports betting habits, by betting on football/soccer, February 2013
                                                                                                                              • Figure 81: Sports betting habits, by betting on dog racing, February 2013
                                                                                                                              • Figure 82: Sports betting habits, by betting on tennis, February 2013
                                                                                                                              • Figure 83: Sports betting habits, by betting on cricket, February 2013
                                                                                                                              • Figure 84: Sports betting habits, by betting on golf, February 2013
                                                                                                                              • Figure 85: Sports betting habits, by betting on rugby union, February 2013
                                                                                                                              • Figure 86: Sports betting habits, by betting on snooker, February 2013
                                                                                                                              • Figure 87: Sports betting habits, by betting on another sport, February 2013
                                                                                                                              • Figure 88: Sports betting habits, by methods of betting on sport (current/potential interest), February 2013
                                                                                                                          • Appendix – Attitudes Towards Sports Betting

                                                                                                                              • Figure 89: Agreement with the statement ‘Sport is more exciting when you have a bet on an event’ and ‘Betting in-play makes watching a sports event more exciting’, by demographics, February 2013
                                                                                                                              • Figure 90: Agreement with the statement ‘Having a bet is part of the experience when you go to a sports event’ and ‘Betting on your favourite team is a good way of supporting them’, by demographics, February 2013
                                                                                                                              • Figure 91: Agreement with the statement ‘Betting is more fun if you are competing against your friends’ and ‘Having a bet is a good way of showing you are knowledgeable about sport’, by demographics, February 2013
                                                                                                                              • Figure 92: Agreement with the statement ‘I find sports betting too complicated to understand’ and ‘Opening an account with an online bookmaker is too much trouble’, by demographics, February 2013
                                                                                                                              • Figure 93: Agreement with the statement ‘I worry that betting encourages bribery in sport’ and ‘I worry that I might lose too much money betting on sport’, by demographics, February 2013
                                                                                                                              • Figure 94: Agreement with the statement ‘I am not interested in betting on sport’, by demographics, February 2013
                                                                                                                              • Figure 95: Attitudes towards sports betting, by agreement with the statements ‘Sport is more exciting when you have a bet on an event’ and ‘Betting in-play makes watching a sports event more exciting’, February 2013
                                                                                                                              • Figure 96: Attitudes towards sports betting, by agreement with the statements ‘Having a bet is part of the experience when you go to a sports event’ and ‘Betting on your favourite team is a good way of supporting them’, February 2013
                                                                                                                              • Figure 97: Attitudes towards sports betting, by agreement with the statements ‘Betting is more fun if you are competing against your friends’ and ‘Having a bet is a good way of showing you are knowledgeable about sport’, February 2013
                                                                                                                              • Figure 98: Attitudes towards sports betting, by agreement with the statements ‘I find sports betting too complicated to understand’ and ‘Opening an account with an online bookmaker is too much trouble’, February 2013
                                                                                                                              • Figure 99: Attitudes towards sports betting, by agreement with the statements ‘I worry that betting encourages bribery in sport’ and ‘I worry that I might lose too much money betting on sport’, February 2013
                                                                                                                              • Figure 100: Attitudes towards sports betting, by agreement with the statement ‘I am not interested in betting on sport’, February 2013
                                                                                                                              • Figure 101: Attitudes towards sports betting, by most popular sports watched live at an event, February 2013
                                                                                                                              • Figure 102: Attitudes towards sports betting, by next most popular sports watched live at an event, February 2013
                                                                                                                              • Figure 103: Attitudes towards sports betting, by other sports watched live at an event, February 2013
                                                                                                                              • Figure 104: Attitudes towards sports betting, by most popular sports watched live on TV in-home, February 2013
                                                                                                                              • Figure 105: Attitudes towards sports betting, by next most popular sports watched live on TV in-home, February 2013
                                                                                                                              • Figure 106: Attitudes towards sports betting, by other sports watched live on TV in-home, February 2013
                                                                                                                              • Figure 107: Attitudes towards sports betting, by most popular sports watched live on TV out-of-home, February 2013
                                                                                                                              • Figure 108: Attitudes towards sports betting, by next most popular sports watched live on TV out-of-home, February 2013
                                                                                                                              • Figure 109: Attitudes towards sports betting, by other sports watched live on TV out-of-home, February 2013
                                                                                                                              • Figure 110: Attitudes towards sports betting, by sports watched live on the internet, February 2013
                                                                                                                              • Figure 111: Attitudes towards sports betting, by most popular sports bet on (current/potential interest), February 2013
                                                                                                                              • Figure 112: Attitudes towards sports betting, by next most popular sports bet on (current/potential interest), February 2013
                                                                                                                              • Figure 113: Attitudes towards sports betting, by methods of betting on sport (current/potential interest), February 2013
                                                                                                                              • Figure 114: Attitudes towards sports betting, by most popular sports betting habits, February 2013
                                                                                                                              • Figure 115: Attitudes towards sports betting, by next most popular sports betting habits, February 2013
                                                                                                                          • Appendix – Sports Betting Target Groups

                                                                                                                              • Figure 116: Sports betting target groups, by demographics, February 2013
                                                                                                                              • Figure 117: Sports bet on, by sports betting target groups, February 2013
                                                                                                                              • Figure 118: Methods of betting on sport, by sports betting target groups, February 2013
                                                                                                                              • Figure 119: Sports betting habits, by sports betting target groups, February 2013
                                                                                                                              • Figure 120: Attitudes towards sports betting, by sports betting target groups, February 2013

                                                                                                                          Companies Covered

                                                                                                                          • Bet365 Limited
                                                                                                                          • Betfair
                                                                                                                          • Betfred.com
                                                                                                                          • Blue Square Ltd
                                                                                                                          • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                          • Cheltenham Racecourse
                                                                                                                          • Daily Mirror (The)
                                                                                                                          • Facebook, Inc.
                                                                                                                          • Fédération Internationale de Football Association
                                                                                                                          • Football Association (The)
                                                                                                                          • Gala Coral Group Ltd
                                                                                                                          • Ladbrokes Ltd
                                                                                                                          • London Stock Exchange plc
                                                                                                                          • Northern Racing Limited
                                                                                                                          • Paddy Power Plc
                                                                                                                          • Scottish Football Association
                                                                                                                          • Stan James
                                                                                                                          • Stoke City Football Club Ltd
                                                                                                                          • Tote
                                                                                                                          • UEFA
                                                                                                                          • William Hill

                                                                                                                          Sports Betting - UK - May 2013

                                                                                                                          US $2,478.79 (Excl.Tax)