Betting Shops - UK - February 2014
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- February 2014
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“Gaming machines are now embedded within shops’ culture and all-round offering, contributing to the formation of social circles in shops, one of the few things that is difficult to replicate online. Any further legislation that limits machine play would see regular visitors spend less time and money in shops, which could have a seriously damaging effect on a sector that has become so reliant on machine players.”
– Paul Davies, Senior Leisure and Technology Analyst
Some questions answered in this report include:
The biggest challenge for betting shops is to retain existing customers, who continue to be tempted to bet via the online channel. Some 18% of this group say they now prefer to bet online, yet they still decide to visit high street premises.
The betting shop sector has so far managed to remain resilient, despite the increasing threat from online bookmakers, many of which offer punters financial incentives (e.g. free bets), or services that are difficult to replicate in shops (e.g. in-play betting). Now that growth within the machine sector seems set to slow down, operators would be wise to focus on maximising what they have – a loyal core of regular visitors who are extremely lucrative, and have so far yet to defect to the online channel.
This report discusses betting shop visiting rates, and looks at which activities consumers choose to take part in when inside high street betting shops. Mintel’s research also analyses visitors’ attitudes towards shops, betting and gaming machines, in order to see what may influence their current and future behaviour. Finally, we ask non-visitors about their opinions on betting shops, analysing what could convince them to return to premises, or go through the door for the first time.
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