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Contents
Report homepage
Contents
Issues in the Market
Insights and Opportunities
Market in Brief
Fast Forward Trends
Internal Market Environment
Broader Market Environment
Competitive Context
Strengths and Weaknesses in the Market
Who’s Innovating?
The UK Betting Market
Brand Communication and Promotion
Companies and Products
Who Bets Online?
Attitudes Towards Betting Online
Online Betting Target Groups
Forecast of Online Betting Target Groups
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Online Betting Habits - Will Online Betting broaden the punter profile or just change existing gambling habits? - UK - May 2008
Table of Contents

Issues in the Market

Insights and Opportunities

Knowledge is power

Bring down the system from within

How to attract younger punters responsibly?

Market in Brief

The big offline companies dominate online

Is online cannibalising offline?

Frequency of betting

Gambling Act in full force

Increased awareness of problem gambling

New ad regulations

The effect of the economic climate

Demographic trends becoming less of a threat…

…while Internet usage continues to rise

Mobile phones provide the most potential

Fast Forward Trends

Trend 1: Customisation

What’s it about?

Observations

What next?

Trend 2: Moral Brands

What’s it about?

Observations

What next?

Internal Market Environment

Gambling Review - UK - December 2011 -
...more >>

Key points

The Finance Bill 2007 and remote gaming duty

The Gambling Commission

The Remote Gambling Association (RGA)

The EU vs the US

The Gambling Prevalence Survey

Figure 1: Gambling activities in past year for all and for past year gamblers, by gender, 2007
Figure 2: Frequency of online betting through a bookmaker on any event or sport, 2007

Broader Market Environment

Gambling Review - UK - December 2011 -
...more >>

Key points

Pressure on leisure spend

Figure 3: Trends in personal disposable income, consumer expenditure and savings, 2003-13

Population growth in target market

Figure 4: Trends in the age structure of the UK population, by gender, 2003-13

Income groups provide both a threat and an opportunity

Figure 5: Adult population trends, by socio-economic group, 2003-13

An ageing population no longer anathema

Figure 6: Adult population trends, by lifestage, 2003-13

Internet penetration

Figure 7: Adults aged 18+ who have used the Internet in the last 12 months, by gender, age, socio-economic group, lifestage, region, ACORN category and TV reception, 2003 and 2007

Frequency of use

Figure 8: Frequency of using the Internet, 2003 and 2007

How access the Internet

Figure 9: How access the Internet, by gender, age, socio-economic group, lifestage, region, ACORN category and TV reception, 2007

Mobile phone penetration

Figure 10: Mobile phone ownership, by gender, age, socio-economic group, marital status, lifestage, region, ACORN category and TV reception, 2003 and 2007

WAPs the big idea?

Figure 11: Features have and features used on mobile phone, 2003 and 2007

Competitive Context

Gambling Review - UK - December 2011 -
...more >>

Key points

Betting shops vs online and remote betting

Figure 12: Expenditure in UK betting shops, 2002-12

Where gamblers gamble

Figure 13: Types of betting used in the last 12 months*, 2007

Who bets with bookmakers and exchanges?

Figure 14: Frequency of using bookmakers or betting exchanges*, by gender, age, socio-economic group, marital status, lifestage, region, ACORN category and TV reception, 2007

Comparison of betting shops/betting exchanges with gambling online

Figure 15: Adults who have used bookmakers or betting exchanges in the last 12 months or gambled online, by gender, age, socio-economic group, marital status, lifestage, tenure, region, ACORN category and TV reception, 2007

The rise of poker and casino games

Strengths and Weaknesses in the Market

Casinos (including Online) - UK - September 2010 -
Gaming Machines - UK - January 2010 -
<< less...

Strengths

Weaknesses

Who’s Innovating?

Casinos (including Online) - UK - September 2010 -

Key points

Trapping the viewer

Live streaming

Betterex terminals

One wallet

The UK Betting Market

Casinos (including Online) - UK - September 2010 -
...more >>

Key points

General betting stakes

Figure 16: General betting stakes, 2003-07

Second half of 2008

Brand Communication and Promotion

Gambling Review - UK - December 2011 -
...more >>

Key points

New regulations

Advertising expenditure

Figure 17: Betting advertising expenditure, by company and media type, 2007

Press still best bet

Figure 18: Betting advertising expenditure, by media type, 2007

Companies and Products

Key points

Section overview

Figure 19: Online bookmakers’ product list and promotions, as at April 2008

Major high street and online operators

Coral Eurobet

Figure 20: Gala Coral, turnover and operating profit, 2006 and 2007

Ladbrokes

Key financials

Figure 21: Ladbrokes, amount staked, by business, 2006 and 2007
Figure 22: Ladbrokes, gross win, by business, 2006 and 2007

Tote

Figure 23: Totesport turnover, 2006 and 2007
Up for auction?

William Hill

Figure 24: William Hill, key financials, 2007
Figure 25: William Hill Group plc gross win and operating profit, 2006 and 2007
Technology issues

Other high street and online operators

Betfred

Better

Paddy Power

Figure 26: Paddy Power, online financial data, H1 2006 and H1 2007*

Online-only operators

365 Media

bet365

Betinternet

Blue Square

Sky Bet

Figure 27: BSkyB, revenue, 2006 and 2007

Sportingbet

Figure 28: Sportingbet, key financials, Q2 2007 and Q2 2008

Who Bets Online?

Gaming Machines - UK - January 2010 -

Key points

Online betting groups

Figure 29: Online betting groups, March 2008

A young profile but more older people tempted

Online bettor groups by demographic analysis

Figure 30: Online bettor groups, by gender, age, region, working status, socio-economic group, daily and Sunday newspaper readership, household income, tenure, presence of children, daily Internet usage, supermarket usage, mobile provider and TV reception, March 2008

Type of betting

Figure 31: Sports and activities bet on, March 2008

Men like football and women prefer fun bets

Type of betting by demographic analysis

Figure 32: Sports and activities bet on, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, tenure, presence of children, daily Internet usage, supermarket usage and TV reception, March 2008

Bettor groups by what bet on

Figure 33: Sports and activities bet on, by betting frequency, March 2008

Amount bet

Figure 34: Average amount staked, March 2008

Average amount staked by demographic analysis

Figure 35: Average amount staked, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, tenure, presence of children, daily Internet usage, supermarket usage and TV reception, March 2008

Spend by what bet on

Figure 36: Sports and activities bet on, by spend, March 2008

Spend by betting frequency

Figure 37: Spend on betting, by betting frequency, March 2008

Attitudes Towards Betting Online

Key points

Figure 38: Attitudes towards online betting, March 2008

Key demographics

Attitudes towards online betting by demographic analysis

Figure 39: Most popular attitudes towards online betting, by gender, age, region, working status, socio-economic group, daily and Sunday newspaper readership, household income, tenure, presence of children, daily Internet usage, supermarket usage, mobile provider and TV reception, March 2008
Figure 40: Next most popular attitudes towards online betting, by gender, age, region, working status, socio-economic group, daily and Sunday newspaper readership, household income, tenure, presence of children, daily Internet usage, supermarket usage, mobile provider and TV reception, March 2008

Attitudes towards online betting by betting groups

Figure 41: Attitudes towards online betting, by betting frequency, March 2008

Attitudes towards online betting by what bet on

Figure 42: Attitudes towards online betting, by sports and activities bet on, March 2008

Attitudes towards online betting by amount bet

Figure 43: Attitudes towards online betting, by amount bet, March 2008

Online Betting Target Groups

Gaming Machines - UK - January 2010 -

Key points

Sporty Surfers (10% of Internet users aged 18+ or 3.1 million adults)

Casino Game Potentials (8% of Internet users aged 18+ or 2.5 million adults)

Cautious Prospects (17% of Internet users aged 18+ or 5.3 million adults)

Technophobes (65% of Internet users aged 18+ or 20.1 million adults)

Target groups by demographic analysis

Figure 44: Online betting target groups, by gender, age, region, working status, socio-economic group, daily and Sunday newspaper readership, household income, tenure, presence of children, daily Internet usage, supermarket usage, mobile provider and TV reception, March 2008

Forecast of Online Betting Target Groups

The online betting universe

Changes in future socio-demographics breed slightly more caution

Figure 45: Forecast of online betting consumers, 2008 and 2013

Current range of online betting by target groups

Figure 46: Number of betting areas currently undertaken online, by target groups, March 2008

Potential identified

Future scenarios

Scenario 1: Modest all-round take-up

Figure 47: Assumptions of numbers of online betting areas undertaken, by target groups in 2013 – Scenario 1
Small conversion of Technophobes can reap big rewards
Figure 48: Components of online bettors, by group, 2008 and 2013 – Scenario 1

Scenario 2: Moderate take-up among Non-Technophobes

Figure 49: Assumptions of numbers of online betting areas undertaken, by target groups in 2013 – Scenario 2
Online casinos stand to do well
Figure 50: Components of online bettors, by group, 2008 and 2013 – Scenario 2

Scenario 3: The soft target focus

Figure 51: Assumptions of numbers of online betting areas undertaken, by target groups in 2013 – Scenario 3
Soft targets comprise more Potential Casino Gamblers and Cautious Prospects
Figure 52: Components of online bettors, by group, 2008 and 2013 – Scenario 3