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SPORTS BETTING - UK - AUGUST 2019

Published By :

Mintel

Published Date : Aug 2019

Category :

Sports Equipment

No. of Pages : N/A

The balance of power in the sports betting market tilted further towards its online segment in 2018/19 but in-person activity will remain an important influence on player volumes and the future shape of the sportsbook offer.

Table of contents

OVERVIEW
What you need to know
Covered in this Report
EXECUTIVE SUMMARY
The market
Sports bettors up their spending game
Figure 1: Consumer expenditure* on sports betting, 2013/14-2023/24
Online segment doubles retail’s money
Figure 2: Consumer expenditure* on sports betting, by channel, 2015/16-2017/18
Betting shop closures begin to bite
Figure 3: UK betting shop numbers, September 2014-September 2018
Companies and brands
Online growth trims multichannel advantage
Figure 4: Estimated operator revenue shares of UK sports betting market, 2018
The consumer
Longer odds on attracting the young
Figure 5: Participation in gambling activities, May 2018 and June 2019
World Cup crowds out racing
Figure 6: Sports bet on, May 2018 and June 2019
In-person play retains strong core of support
Figure 7: Methods of sports betting, May 2018 and June 2019
Smartphone staking still in rapid growth
Figure 8: Devices used to bet on sport, May 2018 and June 2019
Loyalty comes at a (best) price
Figure 9: Online sports betting brands used, June 2019
No room for compromise on user experience
Figure 10: Reasons for choosing online sports betting brands, June 2019
What we think
ISSUES AND INSIGHTS
Esports bettors playing a different game
The facts
The implications
Betting shop habits die hard
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Sports bettors up their spending game
Online segment doubles retail’s money
Football betting rockets past racing
Betting shops facing large-scale closures
MARKET SIZE AND FORECAST
Remote revenues keep market value in healthy growth
Figure 11: Consumer expenditure* on sports betting, 2013/14-2023/24
Forecast
Figure 12: Forecast of consumer expenditure* on sports betting, 2013/14-2023/24
Figure 13: Forecast of consumer expenditure* on remote sports betting, 2013/14-2023/24
Figure 14: Forecast of consumer expenditure* on retail sports betting, 2013/14-2023/24
Forecast methodology
MARKET SEGMENTATION
Online segment doubles retail’s money
Figure 15: Consumer expenditure* on sports betting, by channel, 2015/16-2017/18
Football pulls clear of the pack
Figure 16: Consumer expenditure* on sports betting, by sport, October 2017-September 2018
MARKET DRIVERS
Betting shop closures begin to bite
Figure 17: UK betting shop numbers, September 2014-September 2018
Mobile heads for monopoly
Figure 18: Mobile devices’ share of William Hill online sportsbook revenues, 2017 and 2018
Second place for sport in gambling league table
Figure 19: Consumer expenditure on gambling, 2017-18*
Operators act to address social responsibility concerns
Figure 20: Gambling activities reported as problematic by users of GamCare helpline*, 2017/18
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Online growth trims multichannel operators’ lead
Let the games begin
TV spending growth faces hit from new ad ban
MARKET SHARE
Dual revenues keep multichannel players in front
Figure 21: Estimated operator revenue shares of UK sports betting market, 2018
LAUNCH ACTIVITY AND INNOVATION
Sports betting becomes a multi-disciplinary event
Big names count for little in emerging esports space
Another social betting contender gets in the ring
Heading for the age of automation
The ‘eBay of betting’ sharpens focus on the future
ADVERTISING AND MARKETING ACTIVITY
Brands up adspend to compete at FIFA World Cup
Figure 22: Main monitored media advertising expenditure of leading UK sports betting operators*, 2016-18
Ad ban and FIFA World Cup hangover set to cut TV spending
Figure 23: Main monitored media advertising expenditure of leading UK sports betting operators, by media type, 2018
Nielsen Ad Intel coverage
THE CONSUMER – WHAT YOU NEED TO KNOW
Odds lengthen in attracting the young
World Cup crowds out racing
In-person play retains strong core of support
Smartphone staking still in rapid growth
Loyalty comes at a (best) price
No room for compromise on user experience
SPORTS BETTORS
Growing competition for younger punters’ pound
Figure 24: Participation in gambling activities, May 2018 and June 2019
SPORTS BET ON
FIFA World Cup crowds out horseracing
Figure 25: Sports bet on, May 2018 and June 2019
BETTING CHANNELS
Betting shop stalwarts stalling multichannel growth
Figure 26: Methods of sports betting, May 2018 and June 2019
Smartphones bring voice and text back into play
Figure 27: Betting via social media, by age, June 2019
BETTING DEVICES
Smartphones set the pace
Figure 28: Devices used to bet on sport, May 2018 and June 2019
More viewing platforms creating more betting opportunities
Figure 29: Use of smart TVs and games consoles for betting on sport, June 2019
BRAND LOYALTY
Best odds the only guarantee of retaining retail custom online
Figure 30: Online sports betting brands used, June 2019
Preference for price keeps door open for newcomers
Figure 31: Recency of sports betting account opening, June 2019
BRAND APPEAL
The three Gs: Get in, get on, get out
Figure 32: Reasons for choosing online sports betting brands, June 2019
Multichannel bettors retain retail preferences
Figure 33: Reasons for choosing online sports betting brands among multichannel players, June 2019
APPENDIX – DATA SOURCES, ABBREVIATION AND SUPPORTING INFORMATION
Data sources
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
Fan chart forecast
Figure 34: Forecast of consumer expenditure on sports betting, 2018/19-2023/24
Figure 35: Forecast of consumer expenditure on remote sports betting, 2018/19-2023/24
Figure 36: Forecast of consumer expenditure on retail sports betting, 2018/19-2023/24

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