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UK Betting Shops market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Betting Shops market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

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 £100 stake), although lower-value B3 content is typically also available.

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.

Expert analysis from a specialist in the field

Written by Michael Gallinari, a leading analyst in the Travel and Leisure sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The 2018 FIFA World Cup will not shield betting shops from the full impact of an imminent gaming machine stake cut, but it can help shore up the sporting side of the business. Michael Gallinari
Travel & Leisure Analyst

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Table of contents

  1. Overview

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

          • The market
            • Rising tide about to turn
              • Figure 1: Consumer expenditure in betting shops, 2012/13-2022/23
            • Machines power the engine of growth
              • Figure 2: UK betting shops gross gambling yield (GGY), by segment, 2015/16-2017/18
            • Government plans a new kind of cut
              • Figure 3: Consumer expenditure* on category B2 gaming machines in betting shops, 2012/13-2016/17
            • The consumer
              • New technologies a fancy for the outsider
                • Figure 4: Betting shop visiting habits, February 2018
              • Look what you could have won ...
                • Figure 5: Participation in betting shop activities, February 2018
              • World Cup fever slow to spread
                • Figure 6: FIFA World Cup betting intentions, by experience of betting shop visiting, February 2018
              • Tournament’s social side promoting friendly competition
                • Figure 7: Incentives to betting on the 2018 FIFA World Cup in a betting shop, February 2018
              • What we think
              • Issues and Insights

                • How can betting shops spread World Cup fever?
                  • The facts
                    • The implications
                      • Can self-service betting terminals help plug the gaming machines gap?
                        • The facts
                          • The implications
                          • The Market – What You Need to Know

                            • Rising tide about to turn
                              • March of the machines opens vulnerability to stake cut
                                • Government plans a different kind of cut
                                  • Shop closures set to spread beyond smaller chains
                                  • Market Size and Forecast

                                    • Machines keep market in growth
                                      • Figure 8: Consumer expenditure in UK betting shops, 2012/13-2022/23
                                    • Forecast
                                      • Figure 9: Forecast of consumer expenditure in betting shops, 2012/13-2022/23
                                    • Forecast methodology
                                      • Gaming machine growth set to hit the buffers
                                        • Figure 10: UK betting shops gross gambling yield (GGY), by segment, 2015/16-2017/18
                                      • Domestic football fever cools
                                          • Figure 11: Consumer expenditure on betting in betting shops, 2015/16-2016/17
                                      • Market Drivers

                                        • Stake limit cuts to put a spanner in gaming machines’ works
                                            • Figure 12: Consumer expenditure* on category B2 gaming machines in betting shops, 2012/13-2016/17
                                          • Betting shops’ responsibility problem not going away
                                              • Figure 13: Gambling venues used by clients of the GamCare problem gambling service, 2015/16 and 2016/17
                                            • Smaller operators shutting at faster rates
                                              • Figure 14: UK betting shop numbers, by type of operator, March 2013-March 2017
                                            • Technology focus to move from function to experience
                                                • Figure 15: William Hill mobile sportsbook revenues, 2014-17
                                            • Companies and Brands – What You Need to Know

                                              • Market leader in front by a distance
                                                • Diverging approaches to channel convergence
                                                  • Marketing strategy takes a two-pronged approach
                                                    • GVC buys Ladbrokes Coral
                                                    • Market Share

                                                      • Major players continue to dominate
                                                        • Figure 16: UK betting shop numbers, by operator, September 2017
                                                    • Launch Activity and Innovation

                                                      • Diverging approaches to channel convergence
                                                        • Numbers betting tilts at lottery
                                                          • Digital prompts can help demystify racing
                                                            • Cashing out into arcades
                                                            • Advertising and Marketing Activity

                                                              • Spending kicks on from Euros
                                                                  • Figure 17: Main monitored media advertising spend of UK betting shop operators, 2015-17
                                                                • Nielsen Ad Intel coverage
                                                                • Company Profiles

                                                                  • Ladbrokes Coral
                                                                      • Figure 18: Ladbrokes Coral retail KPIs, 2016 and H1 2017
                                                                    • William Hill
                                                                      • Figure 19: William Hill retail KPIs, 2016-17
                                                                    • Betfred
                                                                      • Figure 20: Betfred KPIs, 2015-16
                                                                    • Paddy Power Betfair
                                                                      • Figure 21: Paddy Power Betfair retail KPIs, 2016-17
                                                                  • The Consumer – What You Need to Know

                                                                    • New technologies can appeal to occasionals
                                                                      • More eyes on the prize
                                                                        • World Cup interest limited ante-post
                                                                          • Betting boosted by World Cup’s social side
                                                                          • Betting Shop Visiting

                                                                            • A small field led by the outsider
                                                                                • Figure 22: Betting shop visiting habits, February 2018
                                                                            • Betting Shop Activities

                                                                              • Look at what you could have won...
                                                                                  • Figure 23: Participation in betting shop activities, February 2018
                                                                                • Horserace bettors keep the blinkers on
                                                                                    • Figure 24: Participation in betting, February 2018
                                                                                • World Cup Betting

                                                                                  • Tournament fever slow to warm up
                                                                                      • Figure 25: FIFA World Cup betting intentions, by experience of betting shop visiting, February 2018
                                                                                    • A rare opportunity to reach the racing crowd
                                                                                      • Figure 26: FIFA World Cup betting intentions, by participation in betting shop betting activities, February 2018
                                                                                  • World Cup Betting Incentives

                                                                                    • Beyond the bonus – social side can stimulate friendly competition
                                                                                      • Figure 27: Incentives to betting on the 2018 FIFA World Cup in a betting shop, February 2018
                                                                                    • Are football experts ready to take some World Cup advice?
                                                                                        • Figure 28: Incentives to betting on the 2018 FIFA World Cup in a betting shop, by World Cup betting intentions, February 2018
                                                                                    • Appendix

                                                                                      • Data sources
                                                                                        • Abbreviations
                                                                                          • Fan chart forecast
                                                                                              • Figure 29: Forecast of consumer expenditure in betting shops, 2017/18-2022/23