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Sports Betting - UK - August 2016

Published By :

Mintel

Published Date : Aug 2016

Category :

Sports Equipment

No. of Pages : N/A

While online developments have become the key influence on the sports betting market’s size and shape, the next wave of mobile innovation could have almost as important an impact on the retail sector as it does on the remote.

Overview

What you need to know
Products covered in this report

Executive Summary

The market
Growth slows in a football-free summer
Figure 1: Forecast of consumer expenditure* on sports betting, 2010/11-2020/21
Remote sector takes the lead
Figure 2: Consumer expenditure on sports betting, by segment, 2015/16 (est)
Reliance on racing holds retail back
Figure 3: Consumer expenditure on horseracing and football betting, by product and channel, October 2014-September 2015*
Companies and brands
Mergers set to shake up share
Figure 4: Operators’ estimated value shares of UK sports betting market, 2015/16
The consumer
Football is the most frequent fixture
Figure 5: Sports bet on, May 2016
March of mobile stronger in value than volume
Figure 6: Methods of betting on sport, May 2016
Single wallets open up multichannel play
Figure 7: Account/loyalty card holders, May 2016
Mobile sticks to the sofa
Figure 8: Pre-event online sports betting habits, May 2016
Younger punters look beyond TV
Figure 9: In-play online sports betting habits, May 2016
Sticking with the favourites at EURO 2016
Figure 10: EURO 2016 betting intentions, May 2016
Social thrills to sell major event betting
Figure 11: Motivations for betting on EURO 2016, May 2016
What we think

Issues and Insights

How can operators improve participation rates?
The facts
The implications
Will omnichannel push help retail sports betting catch up with online?
The facts
The implications

The Market – What You Need to Know

Growth slows in a football-free summer
Remote sector takes the lead
Reliance on racing holds retail back
Mobile dominates growth rates online
Omnichannel approach hopes to help the high street

Market Size and Forecast

Growth slows after World Cup boost
Figure 12: Consumer expenditure on sports betting*, 2010/11-2020/21
Forecast
Figure 13: Forecast of consumer expenditure on sports betting, 2010/11-2020/21
Forecast methodology

Market Segmentation

Online takes the lead
Figure 14: Consumer expenditure* on sports betting, by segment, 2013/14-2015/16
Racing relies on retail, football owns online
Figure 15: Consumer expenditure* on sports betting, by product and channel, October 2014-September 2015**
e-sports and fantasy games to expand niche segments

Market Drivers

Gamblers v fans – product v experience
Figure 16: Future interest in sports betting, by current participation in other gambling activities, April 2016
Major events create an occasional opportunity
Figure 17: Percentage change in betting shops’ gross gambling yield (GGY) in major football tournament years, 2010/11-2014/15
Mobile leads remote shift
Figure 18: Devices used to gamble online, by age, October 2015
Online traffic diverts into retail
Figure 19: Experience of single and multichannel gambling among past-year betting shop visitors, by age, February 2016
Numbers game to power personalisation
Brexit vote lengthens odds for growth
Figure 20: Unemployment rate, December 2005-February 2016

Companies and Brands – What You Need to Know

Mergers set to shake up share
Fantasy sports a growing reality
Social focus shifts from spending to sharing
Adspend scaled back from World Cup peak

Market Share

Tougher at the top for market leader
Figure 21: Operators’ estimated value shares of UK sports betting market, 2015/16
New faces and bigger brands make market a more competitive place

Launch Activity and Innovation

Fantasy sports a new reality
Online betting arrives at shop terminal
Social outlook shifts further towards sharing
Simplicity and relevance drive personalisation trend
Pace of in-play speeds up

Advertising and Marketing Activity

World Cup comedown for adspend
Figure 22: Total recorded above-the line, online display and direct mail advertising expenditure of leading sports betting operators, 2011/12-2014/15
Football tournaments a TV phenomenon
Figure 23: Total recorded above-the line, online display and direct mail advertising expenditure of leading sports betting operators, by media, 2011/12-2014/15
Sponsorships supplement adspend
Nielsen Media Research coverage

The Consumer – What You Need to Know

Football is the most frequent fixture
March of mobile stronger in value than volume
Single wallets open up multichannel play
Mobile sticks to the sofa
Younger punters look beyond TV
Sticking with the favourites at EURO 2016
Social thrills to sell major event betting

Sports Bet On

Targeting higher frequencies outside football
Figure 24: Sports bet on, May 2016
Betting repertoires prove a one-horse race
Figure 25: Repertoire of sports bet on, May 2016

Methods of Betting on Sport

Tablets offer a fast track to females?
Figure 26: Methods of betting on sport, May 2016
Green shoots of multichannel growth?
Figure 27: Repertoires of methods of betting on sport, May 2016

Accounts and Loyalty Schemes

Single wallets keep fathers in play
Figure 28: Account/loyalty card holders, May 2016
Drive towards multichannel moving faster online
Figure 29: Account/loyalty card holders, by method of sports betting, may 2016

Online Sports Betting Habits – Pre-event

Mobile stays at home
Figure 30: Pre-event online sports betting habits, May 2016

Online Sports Betting Habits – In-Play

Younger punters are happier betting blind
Figure 31: In-play online sports betting habits, May 2016
An upscale opportunity outside the home
Figure 32: Past-year experience of betting in-play while watching a sports event live on TV in a pub, May 2016

Betting on EURO 2016

Favourites provide the value in football’s big event
Figure 33: EURO 2016 betting intentions, May 2016

EURO 2016 Betting Motives

Social appeal can take tournament betting mainstream
Figure 34: Motivations for betting on EURO 2016, May 2016
Business as usual for online bettors
Figure 35: Motivations for betting on EURO 2016, by methods of betting on sport, May 2016

Appendix – Data Sources, Abbreviations and Supporting Information

Abbreviations
Consumer research methodology

Appendix – Market Size and Forecast

Figure 36: Forecast of consumer expenditure on sports betting, 2015/16-2020/21
Forecast Methodology

List of Table

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