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UK Online Gaming and Betting market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Online Gaming and Betting 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? 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

This report examines the market for online gaming and betting in the UK, whether conducted via a PC (personal computer) or laptop computer, through mobile devices such as smartphones and tablets or using games consoles and smart or interactive TV. Market size data in this report refers specifically to revenues from sportsbook, slots, casino, bingo, football pools and poker. However, in the context of the consumer research carried out for this report, other activities including lottery draws, non-sports betting and virtual sports may also be discussed.

What you need to know

Consumer spending on betting and gaming online is expected to have reached around £5.5 billion in 2018, thanks primarily to the positive impact of the summer’s FIFA World Cup on football betting and the continuing growth of interest in slots. Technology developments and shifts in consumer spending habits from retail to remote channels more widely are the key positive influences expected to drive market growth over the short and medium term. However, a static player base and possible peak in smartphone penetration mean operators may need to strengthen their focus on attracting new customers into the market to maximise the opportunity ahead.

Expert analysis from a specialist in the field

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

Technology trends and the migration of gamblers from retail to remote channels are driving online gaming and betting growth, but a static player base and possible peak in smartphone penetration are increasing its reliance on the same people spending more money, more often. David Walmsley
Senior Leisure Analyst

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Table of contents

  1. Overview

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

          • The market
            • Football and slots keep market growing
              • Figure 1: Forecast of consumer expenditure* on gaming and betting online, 2013-23
            • Betting and slots key drivers of growth
              • Figure 2: Consumer expenditure* on gaming and betting online, by segment, 2017-18
            • Challengers close on market leader
              • Figure 3: UK online gaming and betting market, by operators’ value shares (est), 2017
            • The consumer
              • Player base sticks rather than twists
                • Figure 4: Past-year participation in online gaming and betting activities, September 2018
              • Smartphone growth seeks new line of credit
                • Figure 5: Devices used to gamble online, September 2018
              • Younger players change direction of retail-remote pathway
                • Figure 6: Experience of multichannel gambling, September 2018
              • Loyalists and wanderers evenly matched
                • Figure 7: Online gaming and betting brands used, September 2018
              • Mainstream gaming can top up player pool
                • Figure 8: Participation in non-gambling games via digital devices, September 2018
              • What we think
              • Issues and Insights

                • New opportunity for smartphone segment as Generation Z comes into play
                  • The facts
                    • The implications
                      • What is the future of multichannel gambling?
                        • The facts
                          • The implications
                          • The Market – What You Need to Know

                            • Market value sustains double-digit growth
                              • Betting and slots key drivers of growth
                                • Tougher tax and regulation threaten investment capacity
                                  • Retail resolution to move responsibility focus online
                                  • Market Size and Forecast

                                    • Football and slots keep market growing
                                      • Figure 9: Consumer expenditure* on gaming and betting online, 2013-23
                                    • Forecast
                                      • Figure 10: Forecast of consumer expenditure* on gaming and betting online, 2013-23
                                    • Forecast methodology
                                    • Market Segmentation

                                      • Betting and slots key drivers of growth
                                        • Figure 11: Consumer expenditure* on gaming and betting online, by segment, 2017-18
                                    • Market Drivers

                                      • Rising remote values wipe out retail lead
                                          • Figure 12: Consumer expenditure* on gambling, by channel, April 2017-March 2018
                                        • Stricter rules and tougher taxation
                                            • Figure 13: Gambling duty rates, from April 2019
                                          • New generation to put technology focus on gaming
                                              • Figure 14: Participation in online activities during the past three months, using any device*, June 2018
                                            • Retail resolution can slot remote sector into problem gambling picture
                                                • Figure 15: Activities reported* by GamCare clients, online versus offline, 2014/15-2017/18
                                            • Companies and Brands – What You Need to Know

                                              • Top of the table tightens up
                                                • Group betting raises social stakes
                                                  • Casino competition drives up adspend
                                                  • Market Share

                                                    • Shares shift with more mergers
                                                      • Figure 16: Estimated UK online gaming and betting market shares, by operator revenues, 2018
                                                  • Launch Activity and Innovation

                                                    • Bingo rebrand takes off
                                                      • Group betting the market’s latest step into social
                                                        • Casino bettors ready to multitask
                                                          • New bingo game evens the odds
                                                          • Advertising and Marketing Activity

                                                            • New names in casino drive up adspend
                                                                • Figure 17: Online gambling operators' main monitored media advertising spend, by segment, 2015-17
                                                              • Gambling ads to take a screen break?
                                                                • Nielsen Ad Intel coverage
                                                                • The Consumer – What You Need to Know

                                                                  • Player base sticks rather than twists
                                                                    • Smartphone growth seeks new line of credit
                                                                      • Change of direction in retail-remote pathway
                                                                        • Loyalists and wanderers evenly matched
                                                                          • Top up the player pool with a dip into mainstream gaming
                                                                          • Online Gaming and Betting Activities

                                                                            • Gaming segment sticks rather than twists
                                                                              • Figure 18: Past-year participation in online gaming activities, September 2017 and September 2018
                                                                            • eSports join the race
                                                                                • Figure 19: Past-year participation in online betting activities, September 2017 and September 2018
                                                                            • Online Gaming and Betting Devices

                                                                              • Smartphone segment starts to stall...
                                                                                  • Figure 20: Devices used to gamble online, September 2018
                                                                                • ...but remains the default choice of younger players
                                                                                    • Figure 21: Devices used to gamble online, by age, September 2018
                                                                                • Multichannel Gambling

                                                                                  • Younger gamblers can keep retail-remote traffic running both ways
                                                                                      • Figure 22: Experience of multichannel gambling, September 2018
                                                                                  • Online Gaming and Betting Brands

                                                                                    • Market splits between brand loyalists and those who play the field
                                                                                        • Figure 23: Online gaming and betting brands used, September 2018
                                                                                      • Lottery and football betting brands enjoy some protection from churn
                                                                                          • Figure 24: Online gaming and betting brands used, by activity, September 2018
                                                                                      • Crossover With Non-Gambling Games

                                                                                        • Mainstream gaming can top up player pool
                                                                                          • Figure 25: Participation in non-gambling games via digital devices, September 2018
                                                                                        • Smartphone habits favour gaming over betting
                                                                                          • Figure 26: Participation in non-gambling games, by device, September 2018
                                                                                      • Appendix

                                                                                        • Data sources
                                                                                          • Abbreviations
                                                                                            • Fan chart forecast
                                                                                                • Figure 27: Forecast of consumer expenditure on gaming and betting online, 2018-23