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Betting Shops - UK - April 2019

Covered in this report

For the purposes of this report, Mintel defines a betting shop as a licensed premises located in a public place to which adults (over18s) can go to place a bet (over the counter or via a self-service terminal) or to play gaming machines.

Gaming machines in shops generally refer to B2 category machines, also known as fixed odds betting terminals (FOBTs). These machines feature traditional casino games such as roulette and blackjack, and offer a maximum payout of £500 per spin (from a maximum £2 stake). The stake limit was reduced from £100 to £2 in April 2019. B3 category machines, which tend to feature slot-based games, can also be found in some betting shops and have the same maximum stake/payout.

The term “gross gambling yield” (GGY) refers to total stakes or any amount (exclusive of taxes) that will otherwise accrue to the licensee, minus consumers’ winnings. This is also referred to as “consumer expenditure” within the report.

"With the new stake limit coming into play, the future looks bleak for the betting shops market. If operators can move away from their heavy reliance on gaming machines and towards improving customer experience and promoting a community spirit, they’re more likely to weather the storm".
- Zameira Hersi, Leisure Analyst

This Report looks at the following areas:

  • New stake limit – Unmasking the opportunities
  • Bringing communities together

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What's included

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Market has experienced an inevitable decline…
              • …and the trend is expected to continue
                • Figure 1: Forecast of consumer expenditure in betting shops, 2013/14-2023/24
              • Drop in staple over-the-counter bets
                • Figure 2: Consumer expenditure on betting in betting shops, 2015/16-2017/18
              • New stake comes into play
                • Bookmakers can now focus on boosting the experience
                  • Community spirit
                    • Companies and brands
                      • Slight decline in betting shop numbers
                        • Things are looking bleak…
                          • …but not for all
                            • Figure 3: UK betting shop numbers, by operator, September 2018
                          • The consumer
                            • Almost 9 in 10 adults have never visited a betting shop
                              • Figure 4: Betting shop visiting habits, February 2019
                            • Majority visit to place bets over the counter
                              • Figure 5: Participation in betting shop activities, February 2019
                            • The bulk of visitors place bets on horse racing
                              • Figure 6: Bets placed in betting shops, February 2019
                            • Good social interactions are sought after
                              • Figure 7: Drivers for visiting betting shops, February 2019
                            • A quarter place bets on sports online
                              • Figure 8: Online behaviour, February 2019
                            • What we think
                            • Issues and Insights

                              • New stake limit – Unmasking the opportunities
                                • The facts
                                  • The implications
                                    • Bringing communities together
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • Market has experienced an inevitable decline…
                                            • …and the trend is expected to continue
                                              • Drop in staple over-the-counter bets
                                                • New stake coming into play
                                                  • Community spirit
                                                  • Market Size and Forecast

                                                    • Market has experienced an inevitable decline…
                                                      • Figure 9: Consumer expenditure in UK betting shops, 2013/14-2023/24
                                                    • …and the trend is expected to continue
                                                      • Figure 10: Forecast of consumer expenditure in betting shops, 2013/14-2023/24
                                                    • Betting GGY is in decline
                                                      • Figure 11: UK betting shops gross gambling yield (GGY), by segment, 2015/16-2018/19
                                                    • Drop in staple over-the-counter bets
                                                      • Figure 12: Consumer expenditure on betting in betting shops, 2015/16-2017/18
                                                    • Forecast methodology
                                                    • Market Drivers

                                                      • Problem gambling
                                                        • New stake coming into play
                                                          • Bookmakers can help identify problem gamblers
                                                            • Driving the problem underground
                                                              • Community spirit
                                                              • Companies and Brands – What You Need to Know

                                                                • Slight decline in betting shop numbers
                                                                  • Things are looking bleak…
                                                                    • …but not for all
                                                                      • Testing the limit
                                                                        • Ladbrokes Coral among the first to extend coverage of greyhound racing
                                                                          • Ladbrokes continues to invest heavily in ATL advertising
                                                                            • Paddy Power Betfair invests in shop technology
                                                                            • Market Share

                                                                              • Slight decline in betting shop numbers
                                                                                • Things are looking bleak…
                                                                                  • …but not for all
                                                                                    • Figure 13: UK betting shop numbers, by operator, September 2018
                                                                                • Launch Activity and Innovation

                                                                                  • Testing the limit
                                                                                    • Setting sights across the pond
                                                                                      • Ladbrokes hits the target with PDC sponsorship
                                                                                        • Betfred named as the title sponsor of golf’s British Masters
                                                                                          • Betfred makes a generous donation
                                                                                            • Ladbrokes Coral among the first to extend coverage of greyhound racing
                                                                                            • Advertising and Marketing Activity

                                                                                              • Ladbrokes continues to invest heavily
                                                                                                • Figure 14: Main monitored media advertising spend of UK betting shop operators, 2015-18
                                                                                              • Nielsen Ad Intel coverage
                                                                                              • Company Profiles

                                                                                                • Ladbrokes Coral
                                                                                                  • Figure 15: Ladbrokes Coral retail KPIs, 2017 and H1 2018
                                                                                                • William Hill
                                                                                                  • Figure 16: William Hill retail KPIs, 2017-18
                                                                                                • Betfred
                                                                                                  • Figure 17: Betfred KPIs, 2016-17
                                                                                                • Paddy Power Betfair
                                                                                                  • Figure 18: Paddy Power Betfair retail KPIs, 2017-18
                                                                                              • The Consumer – What You Need to Know

                                                                                                • Almost 9 in 10 adults have never visited a betting shop
                                                                                                  • Majority visit to place bets over the counter
                                                                                                    • The bulk of visitors place bets on horse racing
                                                                                                      • Good social interactions are sought after
                                                                                                        • A quarter place bets on sports online
                                                                                                        • Betting Shop Visiting

                                                                                                          • Almost 9 in 10 adults have never visited a betting shop
                                                                                                            • Figure 19: Betting shop visiting habits, February 2019
                                                                                                          • Skew towards males
                                                                                                          • Betting Shop Activities

                                                                                                            • Majority visit to place bets over the counter
                                                                                                              • Figure 20: Participation in betting shop activities, February 2019
                                                                                                          • Bets Placed in Betting Shops

                                                                                                            • The bulk of visitors place bets on horse racing
                                                                                                              • Opportunity to win over sport betting fans
                                                                                                                • Figure 21: Bets placed in betting shops, February 2019
                                                                                                            • Drivers of Visiting

                                                                                                                • Good social interactions are sought after
                                                                                                                  • Figure 22: Drivers for visiting betting shops, February 2019
                                                                                                                • Link to the community
                                                                                                                  • The youth value a modern look
                                                                                                                  • Online Betting Activities

                                                                                                                    • A quarter place bets on sports online
                                                                                                                      • Figure 23: Online betting activities, February 2019
                                                                                                                    • Sports betting dominated by men
                                                                                                                      • Younger adults more likely to bet on sport online
                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                        • Data sources
                                                                                                                          • Abbreviations
                                                                                                                            • Consumer research methodology
                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                • Figure 24: Forecast of consumer expenditure in UK betting shops, 2018/19-2023/24
                                                                                                                              • Fan chart forecast

                                                                                                                              Betting Shops - UK - April 2019

                                                                                                                              US $2,552.20 (Excl.Tax)