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Sports Betting - UK - May 2014

“While regulatory change may close a number of doors to sports marketing operators, the opportunities being created by technological advances and consumer responses to these should continue to open up plenty of new ones.”

– David Walmsley, Senior Leisure Analyst

Some questions answered in this report include:

  • What impact will new regulations and legislation's have?
  • Will personalised and socialised betting become the standard?
  • What are there opportunities in venue betting?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Warming up for a Brazilian boom
                • Figure 1: Consumer expenditure on sports betting, 2008/09-2018/19
              • Market segmentation
                • Football reins in racing
                  • Figure 2: Estimated consumer expenditure on sports betting, by segment, 2013/14
                • Market drivers
                  • Streams of potential punters continue to swell
                    • New regime threatens sportsbook investment
                      • Companies, brands and innovation
                        • Sportsbooks get personal and social on mobile
                          • The consumer
                            • Football and horseracing way out in front
                              • Figure 3: Sports bet on, February 2014
                            • Digital first now an option – But mobile first a step too far
                              • Figure 4: Methods of sports betting, February 2014
                            • World Cup betting: Two in five thinking about a flutter
                              • Figure 5: World cup betting intentions, February 2014
                            • What we think
                            • Issues and Insights

                                • Regulators and legislators put out more hurdles
                                  • The facts
                                    • The implications
                                      • Giving bettors the sports they want (and not the ones they don’t)
                                        • The facts
                                          • The implications
                                            • Venue betting
                                              • The facts
                                                • The implications
                                                • Trend Application

                                                    • Trend: Access All Areas
                                                      • Trend: The Suite Life
                                                        • Trend: Return to the Experts
                                                        • Market Drivers

                                                          • Key points
                                                            • Sporting passions stay mainly outside the betting ring
                                                              • Figure 6: Most popular spectator and betting sports, February 2014
                                                            • Betting shops more visible – But attracting few new customers
                                                              • Figure 7: Betting shop numbers, by operator, 2011-13
                                                            • Sportsbook demographics lead new wave of streaming
                                                              • Figure 8: Proportion of consumers who have streamed live sport on the internet in the past 12 months, by age, February 2014
                                                            • Out-of-home TV audiences ready for World Cup boost
                                                              • Figure 9: Watching live sport on television, February 2014
                                                            • Football looms large on the sports betting calendar
                                                              • Figure 10: Off-course football betting turnover and gross gambling yield (GGY), 2008/09-2012/13
                                                            • Mobile continues as market’s growth channel
                                                              • Figure 11: Household/personal ownership of consumer technology products, September 2012 and 2013
                                                            • Bookmakers tapping in to social media appeal of sport
                                                              • Figure 12: Social and sharing online activities performed in the past three months, by device, December 2013
                                                            • Sportsbooks squeezing every drop from their last chance saloon
                                                              • Figure 13: Remote gambling licenses issues by the Gambling Commission, March 2010-September 2013
                                                            • Corruption concerns not yet putting punters off
                                                              • Figure 14: Closed Sports Betting Intelligence Unit (SBIU) cases, October 2011-September 2013
                                                          • Who's Innovating?

                                                            • Key points
                                                              • Paddy Power makes it personal
                                                                • A new model of WiFi funding
                                                                  • Sports betting comes to Snapchat
                                                                    • Betfuze taps the wisdom of sports crowds
                                                                      • Facebook gamblers start playing for real
                                                                        • Have you heard the news – And had a bet on it?
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Sportsbooks bank on Brazilian bonanza
                                                                              • Figure 15: Consumer expenditure* on sports betting**, 2007/08-2017/18
                                                                            • Forecast
                                                                                • Figure 16: Forecast of consumer expenditure* on sports betting**, 2008/09-2018/19
                                                                              • Forecast methodology
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Run of good results keeps shops out in front
                                                                                    • Figure 17: UK consumers’ expenditure* on sports betting**, by segment, 2011/12-2013/14
                                                                                  • Football closes in on racing
                                                                                    • Figure 18: UK consumers’ expenditure* on sports betting**, by product, 2011/12-2013/14
                                                                                • Market Share

                                                                                  • Key points
                                                                                    • Heading
                                                                                      • Figure 19: Operators’ shares of UK sports betting market, by value, 2013/14
                                                                                  • Companies and Products

                                                                                    • Key points
                                                                                      • A competitive field
                                                                                        • William Hill
                                                                                          • Background
                                                                                            • Recent activity
                                                                                              • Financials
                                                                                                • Figure 20: William Hill key financials, 2013
                                                                                                • Figure 21: Segment performance, William Hill, 2013
                                                                                              • Promotion
                                                                                                • Figure 22: William Hill Bookmakers advertising expenditure, by channel, 2009-13
                                                                                              • Future strategy
                                                                                                • Ladbrokes
                                                                                                  • Background
                                                                                                    • Recent activity
                                                                                                      • Financials
                                                                                                        • Figure 23: Ladbrokes key sports betting financials, 2012-13
                                                                                                      • Promotion
                                                                                                        • Figure 24: Ladbrokes Ltd advertising expenditure, by channel, 2010-13
                                                                                                      • Future strategy
                                                                                                        • Gala Coral
                                                                                                          • Background
                                                                                                            • Recent activity
                                                                                                              • Financials
                                                                                                                • Figure 25: Key financials, Gala Coral Group, 2012 and 2013
                                                                                                              • Promotion
                                                                                                                • Figure 26: Gala Coral advertising expenditure, by channel, 2010-13
                                                                                                              • Future strategy
                                                                                                                • Betfred
                                                                                                                  • Background
                                                                                                                    • Recent activity
                                                                                                                      • Financials
                                                                                                                        • Figure 27: Done Brothers (Cash Betting) Limited* key financials, 2012-13
                                                                                                                      • Promotion
                                                                                                                        • Figure 28: Done Bookmakers advertising expenditure, by channel, 2010-13
                                                                                                                      • Future strategy
                                                                                                                        • Paddy Power
                                                                                                                          • Background
                                                                                                                            • Recent activity
                                                                                                                              • Financials
                                                                                                                                • Figure 29: Key financials, Paddy Power (UK retail division), H1 2012 and H1 2013
                                                                                                                              • Promotional activity
                                                                                                                                • Figure 30: Paddy Power Bookmakers advertising expenditure, by channel, 2010-13
                                                                                                                              • Future strategy
                                                                                                                                • Bet365
                                                                                                                                  • Background
                                                                                                                                    • Recent activity
                                                                                                                                      • Financials
                                                                                                                                        • Figure 31: Bet365 key financials, 2012-13
                                                                                                                                      • Promotions
                                                                                                                                        • Figure 32: Bet365 advertising expenditure, by channel, 2010-13
                                                                                                                                      • Future strategy
                                                                                                                                        • Betfair
                                                                                                                                          • Background
                                                                                                                                            • Recent activity
                                                                                                                                              • Financials
                                                                                                                                                • Figure 33: Betfair key sports betting financials, 2012-13
                                                                                                                                              • Promotions
                                                                                                                                                • Figure 34: Betfair advertising expenditure, by channel, 2010-13
                                                                                                                                              • Future strategy
                                                                                                                                                • Sky Bet
                                                                                                                                                  • Background
                                                                                                                                                    • Recent activity
                                                                                                                                                      • Financials
                                                                                                                                                        • Figure 35: Sky Bet annual revenue, 2009-13
                                                                                                                                                      • Promotion
                                                                                                                                                        • Figure 36: Sky Bet advertising expenditure, by channel, 2010-13
                                                                                                                                                    • Brand Communication and Promotion

                                                                                                                                                      • Key points
                                                                                                                                                        • Big brands poised for adspend binge?
                                                                                                                                                          • Figure 37: Sports betting operators’ adspend, by media type, 2010-13
                                                                                                                                                        • Deepest pockets still spending biggest
                                                                                                                                                          • Figure 38: Leading sports betting sector advertisers, by expenditure, 2013
                                                                                                                                                      • The Consumer – Sports Bet On

                                                                                                                                                        • Key points
                                                                                                                                                          • Football levels the score against horseracing
                                                                                                                                                            • Figure 39: Sports bet on, February 2014
                                                                                                                                                          • Mobile offers access to the important ‘away’ crowd
                                                                                                                                                            • Figure 40: Sports bet on during past year, or which may bet on in future, by methods of following that sport live, February 2014
                                                                                                                                                          • More entry points needed
                                                                                                                                                            • Figure 41: Repertoire of sports betting interests *, February 2014
                                                                                                                                                        • The Consumer – Frequency of Sports Betting

                                                                                                                                                          • Key points
                                                                                                                                                            • Demographics and interest favour football
                                                                                                                                                              • Figure 42: Frequency of sports betting, February 2014
                                                                                                                                                            • Mobile bettors are more frequent bettors
                                                                                                                                                              • Figure 43: Frequency of betting on sports events, by method of betting, February 2014
                                                                                                                                                          • The Consumer – Methods of Sports Betting

                                                                                                                                                            • Key points
                                                                                                                                                              • Digital divide keeps betting shops on top
                                                                                                                                                                • Figure 44: Methods of sports betting, February 2014
                                                                                                                                                              • In-play takes some customers out of shops
                                                                                                                                                                • Figure 45: Use of a betting shop to place a bet on a sporting event, by sports betting interest *, February 2014
                                                                                                                                                              • Mobile looks the most social option
                                                                                                                                                                • Figure 46: Betting against friends/colleagues, by sports betting channels used, February 2014
                                                                                                                                                              • Increasingly digital, but not yet by default
                                                                                                                                                                • Figure 47: Repertoire of sports betting channels, February 2014
                                                                                                                                                            • The Consumer – Attitudes Towards Sports Betting

                                                                                                                                                              • Key points
                                                                                                                                                                • Betting adds excitement – But less so among the young
                                                                                                                                                                  • Figure 48: Attitudes towards sports betting, February 2014
                                                                                                                                                                • Predictions from the past – Lessons for the future
                                                                                                                                                                  • Figure 49: Agreement with the statement ‘It's important to do some research before placing a bet on a sporting event’, by attitudes towards sports betting, February 2014
                                                                                                                                                                • Team players keep it simple and social
                                                                                                                                                                  • Figure 50: Agreement with the statement ‘Betting on sport is a good way to support your team or favourite players/athletes’, by attitudes towards sports betting, February 2014
                                                                                                                                                                • Mobile bettors pick up calls to action
                                                                                                                                                                  • Figure 51: Agreement with the statement ‘There are too many adverts for sports betting’, by methods of betting on sport, February 2014
                                                                                                                                                              • The Consumer – Football World Cup Betting Intentions

                                                                                                                                                                • Key points
                                                                                                                                                                  • Almost two in five thinking about a World Cup bet
                                                                                                                                                                    • Figure 52: World cup betting intentions, February 2014
                                                                                                                                                                  • Can patriots survive an early England exit?
                                                                                                                                                                    • Figure 53: World Cup betting intentions, by attitudes towards sports betting, February 2014
                                                                                                                                                                  • Getting lapsed football bettors back in the game
                                                                                                                                                                    • Figure 54: World Cup betting intentions, by experience of football betting, February 2014
                                                                                                                                                                  • Clarity and content to determine tablets’ fate
                                                                                                                                                                    • Figure 55: World Cup betting intentions, by method of betting, February 2014
                                                                                                                                                                • The Consumer – Football World Cup Betting Preferences

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Occasionals stick to bets they know best
                                                                                                                                                                      • Figure 56: World cup betting preferences, February 2014
                                                                                                                                                                    • World Cup’s social side appeals to a different crowd
                                                                                                                                                                      • Figure 57: World Cup betting preferences, by gender, February 2014
                                                                                                                                                                    • In-play audience tightly defined
                                                                                                                                                                      • Figure 58: Interest in in-play betting on the World Cup, by age, February 2014
                                                                                                                                                                  • The Consumer – Sports Betting Target Groups

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Chancers present biggest target
                                                                                                                                                                          • Figure 59: Sports betting target groups, February 2014
                                                                                                                                                                        • Outsiders – 22% of the sample
                                                                                                                                                                          • Favourites – 29% of the sample
                                                                                                                                                                            • Chancers – 50% of the sample
                                                                                                                                                                            • Appendix – Market Drivers

                                                                                                                                                                                • Figure 60: Percentage of broadband connections, by speed*, 2011-13
                                                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                                                                • Figure 61: Forecast of consumer expenditure on sports betting, 2013/14-2018/19
                                                                                                                                                                            • Appendix – The Consumer – Sports Watched Live

                                                                                                                                                                                • Figure 62: Sports watched live, February 2014
                                                                                                                                                                            • Appendix – The Consumer – Sports Bet On

                                                                                                                                                                                • Figure 63: Betting on horseracing, by demographics, February 2014
                                                                                                                                                                                • Figure 64: Betting on football/soccer, by demographics, February 2014
                                                                                                                                                                                • Figure 65: Betting on dog racing, by demographics, February 2014
                                                                                                                                                                                • Figure 66: Betting on tennis, by demographics, February 2014
                                                                                                                                                                                • Figure 67: Betting on another sport, by demographics, February 2014
                                                                                                                                                                                • Figure 68: Betting on rugby union, by demographics, February 2014
                                                                                                                                                                                • Figure 69: Betting on golf, by demographics, February 2014
                                                                                                                                                                                • Figure 70: Betting on snooker, by demographics, February 2014
                                                                                                                                                                                • Figure 71: Betting on cricket, by demographics, February 2014
                                                                                                                                                                                • Figure 72: Sports bet on, by most popular sports watched live, February 2014
                                                                                                                                                                                • Figure 73: Sports bet on, by next most popular sports watched live, February 2014
                                                                                                                                                                                • Figure 74: Sports bet on, by other sports watched live, February 2014
                                                                                                                                                                                • Figure 75: Sports bet on, by most popular sports watched live at the event, February 2014
                                                                                                                                                                                • Figure 76: Sports bet on, by next most popular sports watched live at the event, February 2014
                                                                                                                                                                                • Figure 77: Sports bet on, by other sports watched live at the event, February 2014
                                                                                                                                                                                • Figure 78: Sports bet on, by most popular sports watched live on TV in my home, February 2014
                                                                                                                                                                                • Figure 79: Sports bet on, by next most popular sports watched live on TV in my home, February 2014
                                                                                                                                                                                • Figure 80: Sports bet on, by other sports watched live on TV in my home, February 2014
                                                                                                                                                                                • Figure 81: Sports bet on, by most popular sports watched live on TV elsewhere, February 2014
                                                                                                                                                                                • Figure 82: Sports bet on, by next most popular sports watched live on TV elsewhere, February 2014
                                                                                                                                                                                • Figure 83: Sports bet on, by other sports watched live on TV elsewhere, February 2014
                                                                                                                                                                                • Figure 84: Sports bet on, by sports watched live on the internet, February 2014
                                                                                                                                                                                • Figure 85: Sports bet on, by most popular sports bet on in the past 12 months, February 2014
                                                                                                                                                                                • Figure 86: Sports bet on, by next most popular sports bet on in the past 12 months, February 2014
                                                                                                                                                                                • Figure 87: Sports bet on, by repertoire of sports bet on, February 2014
                                                                                                                                                                            • Appendix – The Consumer – Frequency of Sports Betting

                                                                                                                                                                                • Figure 88: Frequency of sports betting, by demographics, February 2014
                                                                                                                                                                                • Figure 89: Frequency of sports betting, by sports bet on – Horseracing, February 2014
                                                                                                                                                                                • Figure 90: Frequency of sports betting, by sports bet on – Football/soccer, February 2014
                                                                                                                                                                                • Figure 91: Frequency of sports betting, by sports bet on – Dog racing, February 2014
                                                                                                                                                                                • Figure 92: Frequency of sports betting, by sports bet on – Tennis, February 2014
                                                                                                                                                                                • Figure 93: Frequency of sports betting, by sports bet on – Cricket, February 2014
                                                                                                                                                                                • Figure 94: Frequency of sports betting, by sports bet on – Golf, February 2014
                                                                                                                                                                                • Figure 95: Frequency of sports betting, by sports bet on – Rugby union, February 2014
                                                                                                                                                                                • Figure 96: Frequency of sports betting, by sports bet on – Snooker, February 2014
                                                                                                                                                                                • Figure 97: Frequency of sports betting, by sports bet on – Another sport, February 2014
                                                                                                                                                                                • Figure 98: Frequency of sports betting, by methods of sports betting, February 2014
                                                                                                                                                                            • Appendix – The Consumer – Methods of Sports Betting

                                                                                                                                                                                • Figure 99: Most popular methods of sports betting, by demographics, February 2014
                                                                                                                                                                                • Figure 100: Next most popular methods of sports betting, by demographics, February 2014
                                                                                                                                                                                • Figure 101: Methods of sports betting, by other methods of sports betting, February 2014
                                                                                                                                                                                • Figure 102: Methods of sports betting, by sports bet on – Horseracing, February 2014
                                                                                                                                                                                • Figure 103: Methods of sports betting, by sports bet on – Football/soccer, February 2014
                                                                                                                                                                                • Figure 104: Methods of sports betting, by sports bet on – Dog racing, February 2014
                                                                                                                                                                                • Figure 105: Methods of sports betting, by sports bet on – Tennis, February 2014
                                                                                                                                                                                • Figure 106: Methods of sports betting, by sports bet on – Cricket, February 2014
                                                                                                                                                                                • Figure 107: Methods of sports betting, by sports bet on – Golf, February 2014
                                                                                                                                                                                • Figure 108: Methods of sports betting, by sports bet on – Rugby union, February 2014
                                                                                                                                                                                • Figure 109: Methods of sports betting, by sports bet on – Snooker, February 2014
                                                                                                                                                                                • Figure 110: Methods of sports betting, by sports bet on – Another sport, February 2014
                                                                                                                                                                                • Figure 111: Methods of sports betting, by repertoire of methods of sports betting, February 2014
                                                                                                                                                                            • Appendix – The Consumer – Attitudes Towards Sports Betting

                                                                                                                                                                                • Figure 112: Agreement with the statement ‘Sport is more exciting when you have a bet on it’, by demographics, February 2014
                                                                                                                                                                                • Figure 113: Agreement with the statement ‘It's important to do some research before placing a bet on a sporting event’, by demographics, February 2014
                                                                                                                                                                                • Figure 114: Agreement with the statement ‘It’s important to know a lot about sport to stand a better chance of winning a bet’, by demographics, February 2014
                                                                                                                                                                                • Figure 115: Agreement with the statement ‘Betting on sport is a social thing to do’, by demographics, February 2014
                                                                                                                                                                                • Figure 116: Agreement with the statement ‘Betting on sport is more fun than other types of gambling’, by demographics, February 2014
                                                                                                                                                                                • Figure 117: Agreement with the statement ‘There are too many adverts for sports betting’, by demographics, February 2014
                                                                                                                                                                                • Figure 118: Agreement with the statement ‘There is a better chance of winning money betting on sport than there is in other gambling activities’, by demographics, February 2014
                                                                                                                                                                                • Figure 119: Agreement with the statement ‘It's not worth placing a bet on a sporting event if you aren't going to win much more than your stake’, by demographics, February 2014
                                                                                                                                                                                • Figure 120: Agreement with the statement ‘I worry that betting encourages bribery in sport’, by demographics, February 2014
                                                                                                                                                                                • Figure 121: Agreement with the statement ‘Betting on sport is a good way to support your team or favourite players/athletes’, by demographics, February 2014
                                                                                                                                                                                • Figure 122: Agreement with the statement ‘I worry that I might lose too much money betting on sport’, by demographics, February 2014
                                                                                                                                                                                • Figure 123: Agreement with the statement ‘I find betting on sport complicated’, by demographics, February 2014
                                                                                                                                                                                • Figure 124: Attitudes towards sports betting, by agreement with the statement ‘Betting on sport is more fun than other types of gambling’, February 2014
                                                                                                                                                                                • Figure 125: Attitudes towards sports betting, by agreement with the statement ‘Betting on sport is a social thing to do’, February 2014
                                                                                                                                                                                • Figure 126: Attitudes towards sports betting, by agreement with the statement ‘Sport is more exciting when you have a bet on it’, February 2014
                                                                                                                                                                                • Figure 127: Attitudes towards sports betting, by agreement with the statement ‘Betting on sport is a good way to support your team or favourite players/athletes’, February 2014
                                                                                                                                                                                • Figure 128: Attitudes towards sports betting, by agreement with the statement ‘There is a better chance of winning money betting on sport than there is in other gambling activities’, February 2014
                                                                                                                                                                                • Figure 129: Attitudes towards sports betting, by agreement with the statement ‘It’s important to know a lot about sport to stand a better chance of winning a bet’, February 2014
                                                                                                                                                                                • Figure 130: Attitudes towards sports betting, by agreement with the statement ‘It's not worth placing a bet on a sporting event if you aren't going to win much more than your stake’, February 2014
                                                                                                                                                                                • Figure 131: Attitudes towards sports betting, by agreement with the statement ‘It's important to do some research before placing a bet on a sporting event’, February 2014
                                                                                                                                                                                • Figure 132: Attitudes towards sports betting, by agreement with the statement ‘I find betting on sport complicated’, February 2014
                                                                                                                                                                                • Figure 133: Attitudes towards sports betting, by agreement with the statement ‘There are too many adverts for sports betting’, February 2014
                                                                                                                                                                                • Figure 134: Attitudes towards sports betting, by agreement with the statement ‘I worry that betting encourages bribery in sport’, February 2014
                                                                                                                                                                                • Figure 135: Attitudes towards sports betting, by agreement with the statement ‘I worry that I might lose too much money betting on sport’, February 2014
                                                                                                                                                                                • Figure 136: Attitudes towards sports betting, by sports bet on – Horseracing, February 2014
                                                                                                                                                                                • Figure 137: Attitudes towards sports betting, by sports bet on – Football/soccer, February 2014
                                                                                                                                                                                • Figure 138: Attitudes towards sports betting, by sports bet on – Dog racing, February 2014
                                                                                                                                                                                • Figure 139: Attitudes towards sports betting, by sports bet on – Tennis, February 2014
                                                                                                                                                                                • Figure 140: Attitudes towards sports betting, by sports bet on – Cricket, February 2014
                                                                                                                                                                                • Figure 141: Attitudes towards sports betting, by sports bet on – Golf, February 2014
                                                                                                                                                                                • Figure 142: Attitudes towards sports betting, by sports bet on – Rugby union, February 2014
                                                                                                                                                                                • Figure 143: Attitudes towards sports betting, by sports bet on – Snooker, February 2014
                                                                                                                                                                                • Figure 144: Attitudes towards sports betting, by sports bet on – Another sport, February 2014
                                                                                                                                                                                • Figure 145: Attitudes towards sports betting, by methods of sports betting, February 2014
                                                                                                                                                                            • Appendix – The Consumer – Football World Cup Betting Intentions

                                                                                                                                                                                • Figure 146: World cup betting intentions, by demographics, February 2014
                                                                                                                                                                                • Figure 147: World cup betting intentions, by sports bet on – Horseracing, February 2014
                                                                                                                                                                                • Figure 148: World cup betting intentions, by sports bet on – Football/soccer, February 2014
                                                                                                                                                                                • Figure 149: World cup betting intentions, by sports bet on – Dog racing, February 2014
                                                                                                                                                                                • Figure 150: World cup betting intentions, by sports bet on – Tennis, February 2014
                                                                                                                                                                                • Figure 151: World cup betting intentions, by sports bet on – Cricket, February 2014
                                                                                                                                                                                • Figure 152: World cup betting intentions, by sports bet on – Golf, February 2014
                                                                                                                                                                                • Figure 153: World cup betting intentions, by sports bet on – Rugby union, February 2014
                                                                                                                                                                                • Figure 154: World cup betting intentions, by sports bet on – Snooker, February 2014
                                                                                                                                                                                • Figure 155: World cup betting intentions, by sports bet on – Another sport, February 2014
                                                                                                                                                                                • Figure 156: World cup betting intentions, by most popular sports watched live, February 2014
                                                                                                                                                                                • Figure 157: World cup betting intentions, by next most popular sports watched live, February 2014
                                                                                                                                                                                • Figure 158: World cup betting intentions, by other sports watched live, February 2014
                                                                                                                                                                                • Figure 159: World cup betting intentions, by most popular sports watched live at the event, February 2014
                                                                                                                                                                                • Figure 160: World cup betting intentions, by next most popular sports watched live at the event, February 2014
                                                                                                                                                                                • Figure 161: World cup betting intentions, by other sports watched live at the event, February 2014
                                                                                                                                                                                • Figure 162: World cup betting intentions, by most popular sports watched live on TV in my home, February 2014
                                                                                                                                                                                • Figure 163: World cup betting intentions, by next most popular sports watched live on TV in my home, February 2014
                                                                                                                                                                                • Figure 164: World cup betting intentions, by other sports watched live on TV in my home, February 2014
                                                                                                                                                                                • Figure 165: World cup betting intentions, by most popular sports watched live on TV elsewhere, February 2014
                                                                                                                                                                                • Figure 166: World cup betting intentions, by next most popular sports watched live on TV elsewhere, February 2014
                                                                                                                                                                                • Figure 167: World cup betting intentions, by other sports watched live on TV elsewhere, February 2014
                                                                                                                                                                                • Figure 168: World cup betting intentions, by sports watched live on the internet, February 2014
                                                                                                                                                                                • Figure 169: World cup betting intentions, by methods of sports betting, February 2014
                                                                                                                                                                                • Figure 170: World cup betting intentions, by agreement with the statement ‘Betting on sport is more fun than other types of gambling’, February 2014
                                                                                                                                                                                • Figure 171: World cup betting intentions, by agreement with the statement ‘Betting on sport is a social thing to do’, February 2014
                                                                                                                                                                                • Figure 172: World cup betting intentions, by agreement with the statement ‘Sport is more exciting when you have a bet on it’, February 2014
                                                                                                                                                                                • Figure 173: World cup betting intentions, by agreement with the statement ‘Betting on sport is a good way to support your team or favourite players/athletes’, February 2014
                                                                                                                                                                                • Figure 174: World cup betting intentions, by agreement with the statement ‘There is a better chance of winning money betting on sport than there is in other gambling activities’, February 2014
                                                                                                                                                                                • Figure 175: World cup betting intentions, by agreement with the statement ‘It’s important to know a lot about sport to stand a better chance of winning a bet’, February 2014
                                                                                                                                                                                • Figure 176: World cup betting intentions, by agreement with the statement ‘It's not worth placing a bet on a sporting event if you aren't going to win much more than your stake’, February 2014
                                                                                                                                                                                • Figure 177: World cup betting intentions, by agreement with the statement ‘It's important to do some research before placing a bet on a sporting event’, February 2014
                                                                                                                                                                                • Figure 178: World cup betting intentions, by agreement with the statement ‘I find betting on sport complicated’, February 2014
                                                                                                                                                                                • Figure 179: World cup betting intentions, by agreement with the statement ‘There are too many adverts for sports betting’, February 2014
                                                                                                                                                                                • Figure 180: World cup betting intentions, by agreement with the statement ‘I worry that betting encourages bribery in sport’, February 2014
                                                                                                                                                                                • Figure 181: World cup betting intentions, by agreement with the statement ‘I worry that I might lose too much money betting on sport’, February 2014
                                                                                                                                                                            • Appendix – The Consumer – Football World Cup Betting Preferences

                                                                                                                                                                                • Figure 182: Most popular world cup betting preferences, by demographics, February 2014
                                                                                                                                                                                • Figure 183: Next most popular world cup betting preferences, by demographics, February 2014
                                                                                                                                                                                • Figure 184: World cup betting preferences, by other world cup betting preferences, February 2014
                                                                                                                                                                                • Figure 185: World cup betting preferences, by methods of sports betting, February 2014
                                                                                                                                                                            • Appendix – The Consumer – Sports Betting Target Groups

                                                                                                                                                                                • Figure 186: Target groups, by demographics, February 2014
                                                                                                                                                                                • Figure 187: Sports bet on, by target groups, February 2014
                                                                                                                                                                                • Figure 188: Frequency of sports betting, by target groups, February 2014
                                                                                                                                                                                • Figure 189: Methods of sports betting, by target groups, February 2014
                                                                                                                                                                                • Figure 190: Attitudes towards sports betting, by target groups, February 2014
                                                                                                                                                                                • Figure 191: World cup betting intentions, by target groups, February 2014
                                                                                                                                                                                • Figure 192: World cup betting preferences, by target groups, February 2014

                                                                                                                                                                            Companies Covered

                                                                                                                                                                            • Apple Computer UK Ltd
                                                                                                                                                                            • Bet365 Limited
                                                                                                                                                                            • Betfair
                                                                                                                                                                            • Betfred
                                                                                                                                                                            • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                            • Gala Coral Group Ltd
                                                                                                                                                                            • Google, Inc.
                                                                                                                                                                            • Ladbrokes Ltd
                                                                                                                                                                            • London Stock Exchange plc
                                                                                                                                                                            • Paddy Power Plc
                                                                                                                                                                            • Playtech
                                                                                                                                                                            • TBG London Ltd
                                                                                                                                                                            • The Sun
                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                            • William Hill
                                                                                                                                                                            • YouTube, Inc.

                                                                                                                                                                            Sports Betting - UK - May 2014

                                                                                                                                                                            £1,995.00 (Excl.Tax)