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Sports Betting - UK - May 2014

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Warming up for a Brazilian boom
Figure 1: Consumer expenditure on sports betting, 2008/09-2018/19
Market segmentation
Football reins in racing
Figure 2: Estimated consumer expenditure on sports betting, by segment, 2013/14
Market drivers
Streams of potential punters continue to swell
New regime threatens sportsbook investment
Companies, brands and innovation
Sportsbooks get personal and social on mobile
The consumer
Football and horseracing way out in front
Figure 3: Sports bet on, February 2014
Digital first now an option – But mobile first a step too far
Figure 4: Methods of sports betting, February 2014
World Cup betting: Two in five thinking about a flutter
Figure 5: World cup betting intentions, February 2014
What we think
ISSUES AND INSIGHTS
Regulators and legislators put out more hurdles
The facts
The implications
Giving bettors the sports they want (and not the ones they don’t)
The facts
The implications
Venue betting
The facts
The implications
TREND APPLICATION
Trend: Access All Areas
Trend: The Suite Life
Trend: Return to the Experts
MARKET DRIVERS
Key points
Sporting passions stay mainly outside the betting ring
Figure 6: Most popular spectator and betting sports, February 2014
Betting shops more visible – But attracting few new customers
Figure 7: Betting shop numbers, by operator, 2011-13
Sportsbook demographics lead new wave of streaming
Figure 8: Proportion of consumers who have streamed live sport on the internet in the past 12 months, by age, February 2014
Out-of-home TV audiences ready for World Cup boost
Figure 9: Watching live sport on television, February 2014
Football looms large on the sports betting calendar
Figure 10: Off-course football betting turnover and gross gambling yield (GGY), 2008/09-2012/13
Mobile continues as market’s growth channel
Figure 11: Household/personal ownership of consumer technology products, September 2012 and 2013
Bookmakers tapping in to social media appeal of sport
Figure 12: Social and sharing online activities performed in the past three months, by device, December 2013
Sportsbooks squeezing every drop from their last chance saloon
Figure 13: Remote gambling licenses issues by the Gambling Commission, March 2010-September 2013
Corruption concerns not yet putting punters off
Figure 14: Closed Sports Betting Intelligence Unit (SBIU) cases, October 2011-September 2013
WHO'S INNOVATING?
Key points
Paddy Power makes it personal
A new model of WiFi funding
Sports betting comes to Snapchat
Betfuze taps the wisdom of sports crowds
Facebook gamblers start playing for real
Have you heard the news – And had a bet on it?
MARKET SIZE AND FORECAST
Key points
Sportsbooks bank on Brazilian bonanza
Figure 15: Consumer expenditure* on sports betting**, 2007/08-2017/18
Forecast
Figure 16: Forecast of consumer expenditure* on sports betting**, 2008/09-2018/19
Forecast methodology
SEGMENT PERFORMANCE
Key points
Run of good results keeps shops out in front
Figure 17: UK consumers’ expenditure* on sports betting**, by segment, 2011/12-2013/14
Football closes in on racing
Figure 18: UK consumers’ expenditure* on sports betting**, by product, 2011/12-2013/14
MARKET SHARE
Key points
Heading
Figure 19: Operators’ shares of UK sports betting market, by value, 2013/14
COMPANIES AND PRODUCTS
Key points
A competitive field
William Hill
Background
Recent activity
Financials
Figure 20: William Hill key financials, 2013
Figure 21: Segment performance, William Hill, 2013
Promotion
Figure 22: William Hill Bookmakers advertising expenditure, by channel, 2009-13
Future strategy
Ladbrokes
Background
Recent activity
Financials
Figure 23: Ladbrokes key sports betting financials, 2012-13
Promotion
Figure 24: Ladbrokes Ltd advertising expenditure, by channel, 2010-13
Future strategy
Gala Coral
Background
Recent activity
Financials
Figure 25: Key financials, Gala Coral Group, 2012 and 2013
Promotion
Figure 26: Gala Coral advertising expenditure, by channel, 2010-13
Future strategy
Betfred
Background
Recent activity
Financials
Figure 27: Done Brothers (Cash Betting) Limited* key financials, 2012-13
Promotion
Figure 28: Done Bookmakers advertising expenditure, by channel, 2010-13
Future strategy
Paddy Power
Background
Recent activity
Financials
Figure 29: Key financials, Paddy Power (UK retail division), H1 2012 and H1 2013
Promotional activity
Figure 30: Paddy Power Bookmakers advertising expenditure, by channel, 2010-13
Future strategy
Bet365
Background
Recent activity
Financials
Figure 31: Bet365 key financials, 2012-13
Promotions
Figure 32: Bet365 advertising expenditure, by channel, 2010-13
Future strategy
Betfair
Background
Recent activity
Financials
Figure 33: Betfair key sports betting financials, 2012-13
Promotions
Figure 34: Betfair advertising expenditure, by channel, 2010-13
Future strategy
Sky Bet
Background
Recent activity
Financials
Figure 35: Sky Bet annual revenue, 2009-13
Promotion
Figure 36: Sky Bet advertising expenditure, by channel, 2010-13
BRAND COMMUNICATION AND PROMOTION
Key points
Big brands poised for adspend binge?
Figure 37: Sports betting operators’ adspend, by media type, 2010-13
Deepest pockets still spending biggest
Figure 38: Leading sports betting sector advertisers, by expenditure, 2013
THE CONSUMER – SPORTS BET ON
Key points
Football levels the score against horseracing
Figure 39: Sports bet on, February 2014
Mobile offers access to the important ‘away’ crowd
Figure 40: Sports bet on during past year, or which may bet on in future, by methods of following that sport live, February 2014
More entry points needed
Figure 41: Repertoire of sports betting interests *, February 2014
THE CONSUMER – FREQUENCY OF SPORTS BETTING
Key points
Demographics and interest favour football
Figure 42: Frequency of sports betting, February 2014
Mobile bettors are more frequent bettors
Figure 43: Frequency of betting on sports events, by method of betting, February 2014
THE CONSUMER – METHODS OF SPORTS BETTING
Key points
Digital divide keeps betting shops on top
Figure 44: Methods of sports betting, February 2014
In-play takes some customers out of shops
Figure 45: Use of a betting shop to place a bet on a sporting event, by sports betting interest *, February 2014
Mobile looks the most social option
Figure 46: Betting against friends/colleagues, by sports betting channels used, February 2014
Increasingly digital, but not yet by default
Figure 47: Repertoire of sports betting channels, February 2014
THE CONSUMER – ATTITUDES TOWARDS SPORTS BETTING
Key points
Betting adds excitement – But less so among the young
Figure 48: Attitudes towards sports betting, February 2014
Predictions from the past – Lessons for the future
Figure 49: Agreement with the statement ‘It's important to do some research before placing a bet on a sporting event’, by attitudes towards sports betting, February 2014
Team players keep it simple and social
Figure 50: Agreement with the statement ‘Betting on sport is a good way to support your team or favourite players/athletes’, by attitudes towards sports betting, February 2014
Mobile bettors pick up calls to action
Figure 51: Agreement with the statement ‘There are too many adverts for sports betting’, by methods of betting on sport, February 2014
THE CONSUMER – FOOTBALL WORLD CUP BETTING INTENTIONS
Key points
Almost two in five thinking about a World Cup bet
Figure 52: World cup betting intentions, February 2014
Can patriots survive an early England exit?
Figure 53: World Cup betting intentions, by attitudes towards sports betting, February 2014
Getting lapsed football bettors back in the game
Figure 54: World Cup betting intentions, by experience of football betting, February 2014
Clarity and content to determine tablets’ fate
Figure 55: World Cup betting intentions, by method of betting, February 2014
THE CONSUMER – FOOTBALL WORLD CUP BETTING PREFERENCES
Key points
Occasionals stick to bets they know best
Figure 56: World cup betting preferences, February 2014
World Cup’s social side appeals to a different crowd
Figure 57: World Cup betting preferences, by gender, February 2014
In-play audience tightly defined
Figure 58: Interest in in-play betting on the World Cup, by age, February 2014
THE CONSUMER – SPORTS BETTING TARGET GROUPS
Key points
Chancers present biggest target
Figure 59: Sports betting target groups, February 2014
Outsiders – 22% of the sample
Favourites – 29% of the sample
Chancers – 50% of the sample
APPENDIX – MARKET DRIVERS
Figure 60: Percentage of broadband connections, by speed*, 2011-13
APPENDIX – MARKET SIZE AND FORECAST
Figure 61: Forecast of consumer expenditure on sports betting, 2013/14-2018/19
APPENDIX – THE CONSUMER – SPORTS WATCHED LIVE
Figure 62: Sports watched live, February 2014
APPENDIX – THE CONSUMER – SPORTS BET ON
Figure 63: Betting on horseracing, by demographics, February 2014
Figure 64: Betting on football/soccer, by demographics, February 2014
Figure 65: Betting on dog racing, by demographics, February 2014
Figure 66: Betting on tennis, by demographics, February 2014
Figure 67: Betting on another sport, by demographics, February 2014
Figure 68: Betting on rugby union, by demographics, February 2014
Figure 69: Betting on golf, by demographics, February 2014
Figure 70: Betting on snooker, by demographics, February 2014
Figure 71: Betting on cricket, by demographics, February 2014
Figure 72: Sports bet on, by most popular sports watched live, February 2014
Figure 73: Sports bet on, by next most popular sports watched live, February 2014
Figure 74: Sports bet on, by other sports watched live, February 2014
Figure 75: Sports bet on, by most popular sports watched live at the event, February 2014
Figure 76: Sports bet on, by next most popular sports watched live at the event, February 2014
Figure 77: Sports bet on, by other sports watched live at the event, February 2014
Figure 78: Sports bet on, by most popular sports watched live on TV in my home, February 2014
Figure 79: Sports bet on, by next most popular sports watched live on TV in my home, February 2014
Figure 80: Sports bet on, by other sports watched live on TV in my home, February 2014
Figure 81: Sports bet on, by most popular sports watched live on TV elsewhere, February 2014
Figure 82: Sports bet on, by next most popular sports watched live on TV elsewhere, February 2014
Figure 83: Sports bet on, by other sports watched live on TV elsewhere, February 2014
Figure 84: Sports bet on, by sports watched live on the internet, February 2014
Figure 85: Sports bet on, by most popular sports bet on in the past 12 months, February 2014
Figure 86: Sports bet on, by next most popular sports bet on in the past 12 months, February 2014
Figure 87: Sports bet on, by repertoire of sports bet on, February 2014
APPENDIX – THE CONSUMER – FREQUENCY OF SPORTS BETTING
Figure 88: Frequency of sports betting, by demographics, February 2014
Figure 89: Frequency of sports betting, by sports bet on – Horseracing, February 2014
Figure 90: Frequency of sports betting, by sports bet on – Football/soccer, February 2014
Figure 91: Frequency of sports betting, by sports bet on – Dog racing, February 2014
Figure 92: Frequency of sports betting, by sports bet on – Tennis, February 2014
Figure 93: Frequency of sports betting, by sports bet on – Cricket, February 2014
Figure 94: Frequency of sports betting, by sports bet on – Golf, February 2014
Figure 95: Frequency of sports betting, by sports bet on – Rugby union, February 2014
Figure 96: Frequency of sports betting, by sports bet on – Snooker, February 2014
Figure 97: Frequency of sports betting, by sports bet on – Another sport, February 2014
Figure 98: Frequency of sports betting, by methods of sports betting, February 2014
APPENDIX – THE CONSUMER – METHODS OF SPORTS BETTING
Figure 99: Most popular methods of sports betting, by demographics, February 2014
Figure 100: Next most popular methods of sports betting, by demographics, February 2014
Figure 101: Methods of sports betting, by other methods of sports betting, February 2014
Figure 102: Methods of sports betting, by sports bet on – Horseracing, February 2014
Figure 103: Methods of sports betting, by sports bet on – Football/soccer, February 2014
Figure 104: Methods of sports betting, by sports bet on – Dog racing, February 2014
Figure 105: Methods of sports betting, by sports bet on – Tennis, February 2014
Figure 106: Methods of sports betting, by sports bet on – Cricket, February 2014
Figure 107: Methods of sports betting, by sports bet on – Golf, February 2014
Figure 108: Methods of sports betting, by sports bet on – Rugby union, February 2014
Figure 109: Methods of sports betting, by sports bet on – Snooker, February 2014
Figure 110: Methods of sports betting, by sports bet on – Another sport, February 2014
Figure 111: Methods of sports betting, by repertoire of methods of sports betting, February 2014
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS SPORTS BETTING
Figure 112: Agreement with the statement ‘Sport is more exciting when you have a bet on it’, by demographics, February 2014
Figure 113: Agreement with the statement ‘It's important to do some research before placing a bet on a sporting event’, by demographics, February 2014
Figure 114: Agreement with the statement ‘It’s important to know a lot about sport to stand a better chance of winning a bet’, by demographics, February 2014
Figure 115: Agreement with the statement ‘Betting on sport is a social thing to do’, by demographics, February 2014
Figure 116: Agreement with the statement ‘Betting on sport is more fun than other types of gambling’, by demographics, February 2014
Figure 117: Agreement with the statement ‘There are too many adverts for sports betting’, by demographics, February 2014
Figure 118: Agreement with the statement ‘There is a better chance of winning money betting on sport than there is in other gambling activities’, by demographics, February 2014
Figure 119: Agreement with the statement ‘It's not worth placing a bet on a sporting event if you aren't going to win much more than your stake’, by demographics, February 2014
Figure 120: Agreement with the statement ‘I worry that betting encourages bribery in sport’, by demographics, February 2014
Figure 121: Agreement with the statement ‘Betting on sport is a good way to support your team or favourite players/athletes’, by demographics, February 2014
Figure 122: Agreement with the statement ‘I worry that I might lose too much money betting on sport’, by demographics, February 2014
Figure 123: Agreement with the statement ‘I find betting on sport complicated’, by demographics, February 2014
Figure 124: Attitudes towards sports betting, by agreement with the statement ‘Betting on sport is more fun than other types of gambling’, February 2014
Figure 125: Attitudes towards sports betting, by agreement with the statement ‘Betting on sport is a social thing to do’, February 2014
Figure 126: Attitudes towards sports betting, by agreement with the statement ‘Sport is more exciting when you have a bet on it’, February 2014
Figure 127: Attitudes towards sports betting, by agreement with the statement ‘Betting on sport is a good way to support your team or favourite players/athletes’, February 2014
Figure 128: Attitudes towards sports betting, by agreement with the statement ‘There is a better chance of winning money betting on sport than there is in other gambling activities’, February 2014
Figure 129: Attitudes towards sports betting, by agreement with the statement ‘It’s important to know a lot about sport to stand a better chance of winning a bet’, February 2014
Figure 130: Attitudes towards sports betting, by agreement with the statement ‘It's not worth placing a bet on a sporting event if you aren't going to win much more than your stake’, February 2014
Figure 131: Attitudes towards sports betting, by agreement with the statement ‘It's important to do some research before placing a bet on a sporting event’, February 2014
Figure 132: Attitudes towards sports betting, by agreement with the statement ‘I find betting on sport complicated’, February 2014
Figure 133: Attitudes towards sports betting, by agreement with the statement ‘There are too many adverts for sports betting’, February 2014
Figure 134: Attitudes towards sports betting, by agreement with the statement ‘I worry that betting encourages bribery in sport’, February 2014
Figure 135: Attitudes towards sports betting, by agreement with the statement ‘I worry that I might lose too much money betting on sport’, February 2014
Figure 136: Attitudes towards sports betting, by sports bet on – Horseracing, February 2014
Figure 137: Attitudes towards sports betting, by sports bet on – Football/soccer, February 2014
Figure 138: Attitudes towards sports betting, by sports bet on – Dog racing, February 2014
Figure 139: Attitudes towards sports betting, by sports bet on – Tennis, February 2014
Figure 140: Attitudes towards sports betting, by sports bet on – Cricket, February 2014
Figure 141: Attitudes towards sports betting, by sports bet on – Golf, February 2014
Figure 142: Attitudes towards sports betting, by sports bet on – Rugby union, February 2014
Figure 143: Attitudes towards sports betting, by sports bet on – Snooker, February 2014
Figure 144: Attitudes towards sports betting, by sports bet on – Another sport, February 2014
Figure 145: Attitudes towards sports betting, by methods of sports betting, February 2014
APPENDIX – THE CONSUMER – FOOTBALL WORLD CUP BETTING INTENTIONS
Figure 146: World cup betting intentions, by demographics, February 2014
Figure 147: World cup betting intentions, by sports bet on – Horseracing, February 2014
Figure 148: World cup betting intentions, by sports bet on – Football/soccer, February 2014
Figure 149: World cup betting intentions, by sports bet on – Dog racing, February 2014
Figure 150: World cup betting intentions, by sports bet on – Tennis, February 2014
Figure 151: World cup betting intentions, by sports bet on – Cricket, February 2014
Figure 152: World cup betting intentions, by sports bet on – Golf, February 2014
Figure 153: World cup betting intentions, by sports bet on – Rugby union, February 2014
Figure 154: World cup betting intentions, by sports bet on – Snooker, February 2014
Figure 155: World cup betting intentions, by sports bet on – Another sport, February 2014
Figure 156: World cup betting intentions, by most popular sports watched live, February 2014
Figure 157: World cup betting intentions, by next most popular sports watched live, February 2014
Figure 158: World cup betting intentions, by other sports watched live, February 2014
Figure 159: World cup betting intentions, by most popular sports watched live at the event, February 2014
Figure 160: World cup betting intentions, by next most popular sports watched live at the event, February 2014
Figure 161: World cup betting intentions, by other sports watched live at the event, February 2014
Figure 162: World cup betting intentions, by most popular sports watched live on TV in my home, February 2014
Figure 163: World cup betting intentions, by next most popular sports watched live on TV in my home, February 2014
Figure 164: World cup betting intentions, by other sports watched live on TV in my home, February 2014
Figure 165: World cup betting intentions, by most popular sports watched live on TV elsewhere, February 2014
Figure 166: World cup betting intentions, by next most popular sports watched live on TV elsewhere, February 2014
Figure 167: World cup betting intentions, by other sports watched live on TV elsewhere, February 2014
Figure 168: World cup betting intentions, by sports watched live on the internet, February 2014
Figure 169: World cup betting intentions, by methods of sports betting, February 2014
Figure 170: World cup betting intentions, by agreement with the statement ‘Betting on sport is more fun than other types of gambling’, February 2014
Figure 171: World cup betting intentions, by agreement with the statement ‘Betting on sport is a social thing to do’, February 2014
Figure 172: World cup betting intentions, by agreement with the statement ‘Sport is more exciting when you have a bet on it’, February 2014
Figure 173: World cup betting intentions, by agreement with the statement ‘Betting on sport is a good way to support your team or favourite players/athletes’, February 2014
Figure 174: World cup betting intentions, by agreement with the statement ‘There is a better chance of winning money betting on sport than there is in other gambling activities’, February 2014
Figure 175: World cup betting intentions, by agreement with the statement ‘It’s important to know a lot about sport to stand a better chance of winning a bet’, February 2014
Figure 176: World cup betting intentions, by agreement with the statement ‘It's not worth placing a bet on a sporting event if you aren't going to win much more than your stake’, February 2014
Figure 177: World cup betting intentions, by agreement with the statement ‘It's important to do some research before placing a bet on a sporting event’, February 2014
Figure 178: World cup betting intentions, by agreement with the statement ‘I find betting on sport complicated’, February 2014
Figure 179: World cup betting intentions, by agreement with the statement ‘There are too many adverts for sports betting’, February 2014
Figure 180: World cup betting intentions, by agreement with the statement ‘I worry that betting encourages bribery in sport’, February 2014
Figure 181: World cup betting intentions, by agreement with the statement ‘I worry that I might lose too much money betting on sport’, February 2014
APPENDIX – THE CONSUMER – FOOTBALL WORLD CUP BETTING PREFERENCES
Figure 182: Most popular world cup betting preferences, by demographics, February 2014
Figure 183: Next most popular world cup betting preferences, by demographics, February 2014
Figure 184: World cup betting preferences, by other world cup betting preferences, February 2014
Figure 185: World cup betting preferences, by methods of sports betting, February 2014
APPENDIX – THE CONSUMER – SPORTS BETTING TARGET GROUPS
Figure 186: Target groups, by demographics, February 2014
Figure 187: Sports bet on, by target groups, February 2014
Figure 188: Frequency of sports betting, by target groups, February 2014
Figure 189: Methods of sports betting, by target groups, February 2014
Figure 190: Attitudes towards sports betting, by target groups, February 2014
Figure 191: World cup betting intentions, by target groups, February 2014
Figure 192: World cup betting preferences, by target groups, February 2014

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