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Sports Betting - UK - August 2019

“The balance of power in the sports betting market tilted further towards its online segment in 2018/19 but in-person activity will remain an important influence on player volumes and the future shape of the sportsbook offer.”

– David Walmsley, Senior Leisure Analyst

This report examines the following issues:

  • Esports bettors playing a different game
  • Betting shop habits die hard

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Sports bettors up their spending game
              • Figure 1: Consumer expenditure* on sports betting, 2013/14-2023/24
            • Online segment doubles retail’s money
              • Figure 2: Consumer expenditure* on sports betting, by channel, 2015/16-2017/18
            • Betting shop closures begin to bite
              • Figure 3: UK betting shop numbers, September 2014-September 2018
            • Companies and brands
              • Online growth trims multichannel advantage
                • Figure 4: Estimated operator revenue shares of UK sports betting market, 2018
              • The consumer
                • Longer odds on attracting the young
                  • Figure 5: Participation in gambling activities, May 2018 and June 2019
                • World Cup crowds out racing
                  • Figure 6: Sports bet on, May 2018 and June 2019
                • In-person play retains strong core of support
                  • Figure 7: Methods of sports betting, May 2018 and June 2019
                • Smartphone staking still in rapid growth
                  • Figure 8: Devices used to bet on sport, May 2018 and June 2019
                • Loyalty comes at a (best) price
                  • Figure 9: Online sports betting brands used, June 2019
                • No room for compromise on user experience
                  • Figure 10: Reasons for choosing online sports betting brands, June 2019
                • What we think
                • Issues and Insights

                  • Esports bettors playing a different game
                    • The facts
                      • The implications
                        • Betting shop habits die hard
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Sports bettors up their spending game
                                • Online segment doubles retail’s money
                                  • Football betting rockets past racing
                                    • Betting shops facing large-scale closures
                                    • Market Size and Forecast

                                      • Remote revenues keep market value in healthy growth
                                        • Figure 11: Consumer expenditure* on sports betting, 2013/14-2023/24
                                      • Forecast
                                          • Figure 12: Forecast of consumer expenditure* on sports betting, 2013/14-2023/24
                                          • Figure 13: Forecast of consumer expenditure* on remote sports betting, 2013/14-2023/24
                                          • Figure 14: Forecast of consumer expenditure* on retail sports betting, 2013/14-2023/24
                                        • Forecast methodology
                                        • Market Segmentation

                                          • Online segment doubles retail’s money
                                            • Figure 15: Consumer expenditure* on sports betting, by channel, 2015/16-2017/18
                                          • Football pulls clear of the pack
                                            • Figure 16: Consumer expenditure* on sports betting, by sport, October 2017-September 2018
                                        • Market Drivers

                                          • Betting shop closures begin to bite
                                              • Figure 17: UK betting shop numbers, September 2014-September 2018
                                            • Mobile heads for monopoly
                                                • Figure 18: Mobile devices’ share of William Hill online sportsbook revenues, 2017 and 2018
                                              • Second place for sport in gambling league table
                                                  • Figure 19: Consumer expenditure on gambling, 2017-18*
                                                • Operators act to address social responsibility concerns
                                                    • Figure 20: Gambling activities reported as problematic by users of GamCare helpline*, 2017/18
                                                • Companies and Brands – What You Need to Know

                                                  • Online growth trims multichannel operators’ lead
                                                    • Let the games begin
                                                      • TV spending growth faces hit from new ad ban
                                                      • Market Share

                                                        • Dual revenues keep multichannel players in front
                                                          • Figure 21: Estimated operator revenue shares of UK sports betting market, 2018
                                                      • Launch Activity and Innovation

                                                        • Sports betting becomes a multi-disciplinary event
                                                          • Big names count for little in emerging esports space
                                                            • Another social betting contender gets in the ring
                                                              • Heading for the age of automation
                                                                • The ‘eBay of betting’ sharpens focus on the future
                                                                • Advertising and Marketing Activity

                                                                  • Brands up adspend to compete at FIFA World Cup
                                                                      • Figure 22: Main monitored media advertising expenditure of leading UK sports betting operators*, 2016-18
                                                                    • Ad ban and FIFA World Cup hangover set to cut TV spending
                                                                      • Figure 23: Main monitored media advertising expenditure of leading UK sports betting operators, by media type, 2018
                                                                    • Nielsen Ad Intel coverage
                                                                    • The Consumer – What You Need to Know

                                                                      • Odds lengthen in attracting the young
                                                                        • World Cup crowds out racing
                                                                          • In-person play retains strong core of support
                                                                            • Smartphone staking still in rapid growth
                                                                              • Loyalty comes at a (best) price
                                                                                • No room for compromise on user experience
                                                                                • Sports Bettors

                                                                                  • Growing competition for younger punters’ pound
                                                                                      • Figure 24: Participation in gambling activities, May 2018 and June 2019
                                                                                  • Sports Bet On

                                                                                    • FIFA World Cup crowds out horseracing
                                                                                        • Figure 25: Sports bet on, May 2018 and June 2019
                                                                                    • Betting Channels

                                                                                      • Betting shop stalwarts stalling multichannel growth
                                                                                        • Figure 26: Methods of sports betting, May 2018 and June 2019
                                                                                      • Smartphones bring voice and text back into play
                                                                                          • Figure 27: Betting via social media, by age, June 2019
                                                                                      • Betting Devices

                                                                                        • Smartphones set the pace
                                                                                          • Figure 28: Devices used to bet on sport, May 2018 and June 2019
                                                                                        • More viewing platforms creating more betting opportunities
                                                                                            • Figure 29: Use of smart TVs and games consoles for betting on sport, June 2019
                                                                                        • Brand Loyalty

                                                                                          • Best odds the only guarantee of retaining retail custom online
                                                                                              • Figure 30: Online sports betting brands used, June 2019
                                                                                            • Preference for price keeps door open for newcomers
                                                                                                • Figure 31: Recency of sports betting account opening, June 2019
                                                                                            • Brand Appeal

                                                                                              • The three Gs: Get in, get on, get out
                                                                                                  • Figure 32: Reasons for choosing online sports betting brands, June 2019
                                                                                                • Multichannel bettors retain retail preferences
                                                                                                    • Figure 33: Reasons for choosing online sports betting brands among multichannel players, June 2019
                                                                                                • Appendix – Data Sources, Abbreviation and Supporting Information

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

                                                                                                        • Fan chart forecast
                                                                                                            • Figure 34: Forecast of consumer expenditure on sports betting, 2018/19-2023/24
                                                                                                            • Figure 35: Forecast of consumer expenditure on remote sports betting, 2018/19-2023/24
                                                                                                            • Figure 36: Forecast of consumer expenditure on retail sports betting, 2018/19-2023/24

                                                                                                        Sports Betting - UK - August 2019

                                                                                                        £1,995.00 (Excl.Tax)