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Sports Betting - UK - July 2015

Sports Betting - UK - July 2015

The sports betting market in the UK is reaching a tipping point beyond which it becomes digital first and football-led: betting on sport is now more common online than in shops and is rapidly approaching equivalent value also, while the national game relentlessly closes in on the traditional staple of horseracing across all measures.

Where next for football betting?

What will be the new ‘new thing’ in mobile sportsbook?
Can in-play cross over to instant-wins?


OVERVIEW
What you need to know
Covered in this report
Another World Cup win drives up market growth
EXECUTIVE SUMMARY
Figure 1: Consumer expenditure on sports betting, 2009/10-2019/20
Shops and online to form partnership of equals
Figure 2: Consumer expenditure on sports betting, by channel, 2014/15*
William Hill sits at the summit
Figure 3: Operators’ shares of UK sports betting market, by value, 2014/15
Widening football’s focus to non-core bettors
Figure 4: Sports bet on, April 2015
Role of mobile still up for grabs
Figure 5: Methods of betting on sport, April 2015
Excitement of event betting appeals to women
Figure 6: Attitudes towards betting at live sports events, April 2015
ISSUES & INSIGHTS
Where next for football betting?
What will be the new ‘new thing’ in mobile sportsbook?
Can in-play cross over to instant-wins?
THE MARKET
What you need to know
World Cup proves a winner
Market continues to break with tradition
Targeting fans as well as gamblers
More betting opportunities coming on stream
Still plenty of headroom in fast-growing mobile market
Pace quickens for in-play
Market size and forecast
World Cup football helps market kick on
Figure 7: Consumer expenditure* on sports betting, 2009/10-2019/20
Forecast
Figure 8: Forecast of consumer expenditure on sports betting, 2009/10-2019/20
Segment performance
Retail and remote pair up to trade on their differences
Figure 9: Consumer expenditure on sports betting, by channel, 2012/13-2014/15
Football steps up the pace
Figure 10: Consumer expenditure on sports betting, by product, 2012/13-2014/15
Market drivers
Sport plays to a big crowd
Figure 11: Interest in sport, by method of following, April 2015
Gambling population on a plateau
Figure 12: Participation in gambling activities other than National Lottery games, June 2009-December 2014
A World Cup of two halves
Figure 13: William Hill FIFA World Cup stakes, by channel, 2014
Rise of streaming expands potential player pool
Figure 14: Devices used to watch TV programmes and films via stream or download, August 2014
4G creating new opportunities in mobile
Figure 15: Average download speeds, 3G and 4G mobile networks, Q4 2014
Shops give betting a high street profile
Figure 16: UK betting shop numbers, March 2009-September 2014
In-play betting grows minute by minute
THE CONSUMER
What you need to know
A new football focus to keep growing player base
Sports bettors now digital first
Smartphone bettors browse in front of the TV
Recovery slow to reach punters’ pockets
Sports venues open the door to betting for women
Tablet bettors need more information
Sports bet on
Photo finish for horseracing and football
Figure 17: Sports bet on, April 2015
A free transfer for fan loyalties?
Figure 18: Past-year betting on horseracing and football, by methods of following sport, April 2014
Football bettors most willing to look beyond the mainstream
Figure 19: Interest in betting on ‘other’ sports in the future, by current betting activity, April 2015
Methods of betting
Online takes lead but still all to play for in mobile
Figure 20: Methods of betting on sport, April 2015
Shorter formats offer quicker wins
Figure 21: Methods of betting on sport, by sports bet on in the past year, April 2015
Bettors change channels rather than add to them
Figure 22: Repertoires of methods of betting on sport, April 2015
Mobile sports betting
Sports bettors ’appy to carry on browsing
Figure 23: Methods of betting on sport via smartphones and tablets, April 2015
A different ball game in the stadium and on the sofa
Figure 24: Methods of betting on sport via smartphones and tablets, by method of following live sport, April 2015
Incentives to sports betting
Slow pace of recovery keeps bettors cautious
Figure 25: Incentives to sports betting, April 2015
Plugging the knowledge gap for tablet bettors
Figure 26: Incentives to sports betting, by sports betting via tablet, April 2015
Betting at sports events
Women more open to event betting
Figure 27: Attitudes towards betting at live sports events, April 2015
Sustaining interest beyond the final whistle
Figure 28: Agreement with the statement “Having a bet on the event makes it more exciting”, by sport bet on, April 2015
Smartphones to help betting fill the gaps between play
Figure 29: Attitudes towards betting at live sports events, by betting on sport using a smartphone, April 2015
KEY PLAYERS
What you need to know
Retail volume + remote value = success for William Hill
Bookmakers play a whole new card game
Social betting without the media
TV and print dominate advertising scene
Market leader invests from a position of strength
Market share
Multichannel success puts William Hill out in front
Figure 30: Operators’ shares of UK sports betting market, by value, 2014/15
Launch activity and innovation
William Hill ups the stakes in bookmakers’ card game
A new take on social betting
An ante-post bet on esports
Video at heart of efforts to pep up tablet segment
Three potential directions for smartwatch futures
A new look for shop betting
Brand communication and promotion
Print and television still the places to be seen
Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on Sports betting, by media, 2011-14
High street leaders out in front
Methodology and coverage
Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on sports betting, by operator, 2011-14
APPENDIX
Data sources and abbreviations
Data sources
Abbreviations
Fan chart forecast
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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