The UK’s land-based gambling market remains in recovery mode following the three-pronged hit it took in the final years of the last decade through the smoking ban, Gambling Act and economic recession.

That recovery remains patchy, fragile and vulnerable to the effect of a prolonged period of economic austerity and/or a return to recession in the short to medium term. However, a number of factors including venue development, technological advance and consumer interest are also creating underlying conditions for longer-term improvement, particularly if the government delivers on a number of proposed legislation and taxation reforms. This report assesses current trends in UK adults’ gambling habits, examines the factors influencing current and future patterns of interest in betting and gaming in land-based venues and identifies ways in which operators and brands can respond to the main themes emerging.