2022
9
UK Gambling Trends Market Report 2022
2022-06-29T04:06:00+01:00
OX1103023
2195
152516
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Report
en_GB
“The market is making a strong recovery from the COVID-19 pandemic but is likely to have its wings clipped by new remote sector restrictions driven by player safety concerns. Operators…

UK Gambling Trends Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Gambling Trends Market Report identifies consumers’ attitudes towards gambling, the impact of the cost-of-living crisis and the challenges and opportunities emerging from the government’s Gambling Act review. This report covers the UK Gambling market size, market forecast, market segmentation and gambling industry trends for the UK market.

 

Current Market Landscape 

The UK gambling market size and value is approaching pre-pandemic levels due to the willingness of consumers in most retail segments to resume their playing habits following the lifting of COVID-19.

However, rapidly rising inflation and labour market shortages are causing problems in the UK gambling market segment by raising costs for high street gambling businesses, many of which are already only marginally profitable. Historically, gambling industry trends reveal that the sector is resilient to economic downturns, although lotteries are considered more vulnerable to cutting back than other verticals.

Market Share and Key Industry Trends

The UK gambling market’s biggest threat beyond the cost-of-living crisis is the government’s Gambling Act review to regulate the sector. This review threatens to reduce the online gambling market size by introducing tighter restrictions for online businesses, potentially including stake limits, affordability checks and a ban on direct marketing and inducements to play.

Gambling operators are turning their marketing and acquisition strategies toward the ‘recreational customer’ – a lower-staking player, whose primary motivation is entertainment and having fun. This customer model comparatively high margins and potentially strong lifetime value.

  • 56% of UK gamblers have used smartphones to gamble online within the past 12 months.
  • 39% of UK gamblers have gambled once a week or more, compared to 30% who gamble once a month.
  • 36% of UK gamblers agree that they choose to gamble because it is fun.

 

Future Trends in the UK Gambling Market

The most significant opportunity lies in gambling operators’ response to the threat of the government’s regulations and specifically how the UK gambling market plans to grow its recreational customer base through softer, more entertainment-led strategies.

The continuing rise of digital entertainment will generate further interest in online gambling and feed online gambling market opportunities and innovations within the segment, including the increase in AI and VR experiences. The fortunes of retail venues will hinge on their ability to balance adopting the technologies that can attract new customers with preserving the experiences that core customers value.

Quickly Understand

  • The impact of COVID-19 and the cost-of-living crisis on gambling habits
  • Threats and opportunities emerging from the government’s Gambling Act review
  • Operators pivoting towards recreational play
  • The use of technology in creating new gambling experiences – online and in venues
  • The potential of smartphones to attract more female players
  • Opportunities to engage the Esports and video gaming crowd.

 

Covered in this Report

Products: National Lottery draws, lotteries (Health Lottery, People’s Postcode Lottery), scratchcards, gaming/slot machines, bingo, sports and non-sports events betting and casino games.

Brands:  William Hill, Paddy Power, Unikm, Entain (Ladbrokes, Coral, GalaBingo, Party Poker, Foxy Bingo, PartyCasino), Flutter (Tombola), bet365, Camelot, Betfred, Rank Group, Sky Betting, Buzz Bingo, Genesis Global, BetVictor, PokerStars, Mecca Bingo, LOL Bingo.

 

Expert Analysis from a Specialist in the Field

This report, written by David Walmsley, a leading senior analyst in the Leisure sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

“The market is making a strong recovery from the COVID-19 pandemic but is likely to have its wings clipped by new remote sector restrictions driven by player safety concerns. Operators will respond by targeting more recreational customers with an entertainment-led approach.”

David Walmsley - Research Analyst

David Walmsley
Senior Leisure Analyst

 

 

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for gambling
      • Figure 1: Gambling outlook, 2022-27
    • The market
    • Spending returns to pre-pandemic levels
      • Figure 2: Consumer expenditure* on gambling, 2016/17-2026/27**
    • Lotteries take lead as COVID cuts spending on slots and bets
      • Figure 3: Consumer expenditure* on gambling, by segment, 2016/17-2020/21**
    • Post-pandemic preferences push towards entertainment and social experiences
    • Regulatory review threatens remote revenues
    • Companies and brands
    • Mergers and acquisitions shape market leadership
      • Figure 4: UK revenues of leading gambling operators, 2021
    • Entain trials virtual reality gambling experiences
    • The consumer
    • Gamblers play on through pandemic
      • Figure 5: Participation in gambling activities, 2022
    • Smartphone gambling proves female-friendly
      • Figure 6: Devices used to gamble online, 2022
    • A clear line between occasionals and regulars
      • Figure 7: Frequency of gambling, 2022
    • Young fun versus old money
      • Figure 8: Motivations for gambling, 2022
    • Social bingo stands out from the crowd
      • Figure 9: Perceptions of gambling activities – correspondence analysis, 2022
  3. Issues and Insights

    • Why is the recreational customer now king?
    • Esports interest looks beyond betting
  4. Market Size and Performance

    • Remote spending passes retail revenue
      • Figure 10: Consumer expenditure* on gambling, 2017/18-2021/22**
  5. Market Forecast

    • Retail recovery runs into resumption of pre-pandemic shift to digital play
      • Figure 11: Gambling outlook, 2022-27
    • Growth rates to slow in next normal
      • Figure 12: Forecast of consumer expenditure* on gambling, 2017/18-2027/28
      • Figure 13: Forecast of consumer expenditure* on remote gambling, 2017/18-2027/28
      • Figure 14: Forecast of consumer expenditure* on retail gambling, 2017/18-2027/28
    • Learnings from the last income squeeze
      • Figure 15: Consumer expenditure* on gambling, 2010/11-2014/15**
    • Forecast methodology
  6. Market Segmentation

    • Lotteries most resilient in face of COVID storm
      • Figure 16: Consumer expenditure* on gambling, by segment, 2016/17-2020/21**
    • Lotteries return record sales
      • Figure 17: Consumer expenditure* on lottery games, by segment, 2016/17-2020/21
    • Stay-at-home requirements fuel online slots boom
      • Figure 18: Consumer expenditure* on gaming machines/online slots, by channel, 2016/17-2020/21**
    • Remote betting takes up retail slack
      • Figure 19: Consumer expenditure* on betting, by channel, 2016/17-2020/21**
    • Rise in remote casino play eases impact of land-based losses
      • Figure 20: Consumer expenditure* on casino and card games, by channel, 2016/17-2020/21**
    • Bingo optimistic about bouncing back
      • Figure 21: Consumer expenditure* on bingo, by channel, 2016/17-2020/21**
  7. Market Drivers

    • COVID changes leisure preferences
      • Figure 22: Changes in spending on leisure/entertainment during the COVID-19 pandemic, 2020-22
    • Inflation threatens recessionary resilience
      • Figure 23: Consumer concerns about household finances, 2021-22
    • New networks open new opportunities
      • Figure 24: Participation in video gaming, by generation, 2021
    • Responsible gaming focus favours more recreational play
      • Figure 25: Proportion of gamblers with problematic playing habits, 2017-21
  8. Regulatory and Legislative Changes

    • Gambling Act review approaches conclusion
    • Latest rule changes target virtual slots and celebrity advertising
  9. Market Share

    • Mergers and acquisitions continue apace
      • Figure 26: UK revenues of leading gambling operators, 2021
  10. Launch Activity and Innovation

    • Allwyn victorious in National Lottery race
    • Entain rolls out first VR experiences
    • New bingo venues focus on flexibility, community and entertainment
    • Free play pays its way
    • Bingo goes clubbing
  11. Advertising and Marketing Activity

    • Betting brands’ battle resumes
      • Figure 27: Main monitored media advertising spend of UK gambling operators, by segment, 2019-21
    • Lotteries lead on TV exposure
      • Figure 28: Main monitored media advertising spend of UK gambling operators, by media type, 2019-21
    • Nielsen Ad Intel coverage
  12. Gambling Activities

    • Gamblers play on through pandemic
      • Figure 29: Participation in gambling activities, 2022
  13. Gambling Devices

    • Smartphone gambling proves female-friendly
      • Figure 30: Devices used to gamble online, 2022
    • Repertoires expand to take in games consoles
      • Figure 31: Gambling device repertoires, 2022
  14. Frequency of Play

    • Free games can keep occasional gamblers engaged
      • Figure 32: Frequency of gambling, 2022
    • Younger men broaden their gambling habits
      • Figure 33: Changes in gambling habits, 2022
  15. Motivations for Gambling

    • Young fun versus old money
      • Figure 34: Motivations for gambling, 2022
  16. Perceptions of Gambling

    • Social bingo stands out from the crowd
      • Figure 35: Perceptions of gambling activities – correspondence analysis, 2022
      • Figure 36: Perceptions of gambling activities, 2022
  17. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
    • Correspondence analysis methodology
  18. Appendix: Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 37: Forecast of consumer expenditure* on gambling, 2022/23-2027/28**
      • Figure 38: Forecast of consumer expenditure* on remote gambling, 2022/23-2027/28**
      • Figure 39: Forecast of consumer expenditure* on retail gambling, 2022/23-2027/28**
    • Market drivers and assumptions
      • Figure 40: Key economic drivers, 2016-26
    • Forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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