Gambling Insights & Trends April 2011 Adam Goodman Vertical Insight Manager
Contents
Market Environment
Gambling Market Environment Problem gambling among young people, particularly online, is emerging as an issue the industry needs to be seen to be addressing. Operators may need to break the link between smoking and gaming, rather than find (generally unsatisfactory) ways of sustaining it, if they are to reverse the impact of the smoking ban. Growth in sports betting has been unaffected by integrity issues around spot fixing but a widening of corruption into the match results that drive the mainstream market could be more damaging. With current economic conditions having punctured the idea of gambling as recessionproof, operators may need to work hard to re-instil the participation habit in lapsed players as conditions improve. A maturing of the under-25 demographic that leads participation rates for most products could help extend gambling s core demographic over the next five years. Source: Mintel
m m adults Market Size and Forecast UK online and interactive gambling market size, by value and volume, 2005-14 2500 2000 1500 4.5 4 3.5 3 2.5 Average weekly spend of around 10 per head Some operators report revenue per player coming under increased pressure in 2009 1000 500 2 1.5 1 0.5 Trends towards online consumption and advent of mobile gaming expected to raise sector s share of all gambling revenues above 10% 0 2005 2006 2007 2008 2009 (est) 2010 (fore) 2011 (fore) 2012 (fore) 2013 (fore) 2014 (fore) 0 m m adults Source: Mintel
Market Size and Forecast Net expenditure on land-based gambling, 2006-2011* 10 9 8 7 6 m 5 4 3 2 1 0 2006 2007 2008 2009 2010 2011 (est) *year to March 31 Consumer spending on land-based gambling peaked in 2005-06, but should remain above 7 billion a year in 2010-11. The combined impact of the smoking ban and the introduction of the Gambling Act caused the biggest single-year fall in market value in 2007-08. Competition from online gambling and the on-going impact of the recession continues to restrict the market s potential for a return to growth. Source: HMRC/Gambling Commission/National Lottery/Mintel
Gambling AdSpend Gambling operators UK adspend, 2006-2010 160,000 140,000 Monthly average adspend is currently above that of 2008 and 2009 as operators compete for share in a maturing market. 000 120,000 100,000 80,000 60,000 40,000 20,000 Mainstream gambling sectors such as football pools, lottery and bingo consistently spend most on advertising, reflecting the breadth of the leisure market in which they compete and more casual nature of their customer base. Television and press advertising receive the most adspend in a reflection of their ability to reach the mass market that mainstream operators seek. 0 2006 2007 2008 2009 2010* * Projected Source: Nielsen Media Research/Mintel
Gambling Spend by Media * Internet does NOT include Search spend. Display only according to Nielsen Source: NNR addynanix : Jan December 2010
Traffic and Demographic Trends
Gambling Search Traffic KPIs Traffic Searches for gambling and gambling related terms increased by +38% in 2010 compared to 2009. Searches for gambling terms increased by +31% Jan & Feb 2011 v Jan & Feb 2010. Insights: Mainstream gambling sectors such as football pools, lottery and bingo consistently spend most on advertising, reflecting the breadth of the leisure market in which they compete and more casual nature of their customer base. 1. Microsoft Advertising Intelligence Tool
Gambling Demographics and Daily Trends Saturday has been the largest traffic driving day over the last 2 months (Jan & Feb) this is mainly aligned with football betting terms. Potential incremental targeting opportunities would include up-weighting target campaigns on certain days of the week e.g. football on Tuesday, Wednesday & Weekends. The 25 34 and 35-49 age brackets are the main age groups for traffic with 29%. This age groups are the target age groups across gambling terms. Gender breakdown tends to focus on Males however by gambling product this changes i.e. Bing = Females, Sports Betting = Males. 1.Microsoft Advertising Intelligence Tool December 2010 to Feb 2011 data
Network Demographics The majority of the impressions and clicks occur in the age groups of 18 to 24 year olds. Conversions however peak in both the 18-24 and 25-34 year old group. Across the network the females tend to convert higher than males but this could be attributed to the tendency for Bingo advertisers to appear over the last few months Sports betting, poker and casino advertisers have a more male demographic skew. Source: Microsoft Media Network : July 2010 Dec 2010 - % of all IMP/CLK/Con
Network: Time of Day Gambling related impressions increase strongly in the very late evening, peaking towards the very last few hours. The % of Actions related to gambling network activity peak during 10pm-11pm timeframe. Impressions increase steadily throughout the day and key activity found after work hours (6pm onwards) Source: Microsoft Media Network : July 2010 Dec 2010 Advertisers should maximise on activity from 12pm through to 2am the following day where possible as this is where the majority of activity has resulted in actions being taken i.e. conversions.
Display Advertisement Publisher Location: Ad Impressions v Unique Visitors (Gambling) Microsoft sites have continued to delivered a high number of unique visitors for Gambling advertisers. Although Microsoft sites displayed -16% less Ad Impressions than Yahoo!, Microsoft Sites delivered +21% more Unique visitors ebay sites delivered the majority of Ad Impressions, 135% more impressions than Microsoft advertising but only delivered an extra 25% Unique visitors. Source: ComScore admetrix : February 2011
Display Advertisement Publisher Location: Reach and Frequency (Gambling) Microsoft Advertising delivered the second highest reach of Ad exposed users. ebay had a 19.2% share of Gambling Ad Impressions and with a reach of 40%, Microsoft sites received only a 8.2% share of Ad Impressions yet still managed to deliver a reach of 32.4%. Microsoft sites have both an enormous reach but also enable advertisers to increase the number of unique visitors to sites above many of the major competitors. Source: ComScore admetrix : February 2011
Industry Insights
How do people gamble? Gambling activities (study July 2010) Play a fruit/amusement machine/game (excluding those in betting shops) Placing a bet on a sports event (eg horse racing, football etc) Buy National Lottery instants scratchcards Play other Lotto draws (eg Thunderball, Hot Picks, EuroMillions, Daily Play) Play Lotto weekly draws (eg Saturday, Wednesday) Base: 1,917 adults aged 18+ Source: Ipsos MORI/Mintel Don t know None of these Play an electronic gaming machine in a betting shop (eg electronic roulette) Placed a bet on fun events Play the football pools Gamble online Gamble in a casino (excluding amusement/jackpot machines) Play bingo in a licensed bingo club Play poker (either in person or online) 0 10 20 30 40 50 Male interest in the life-changing jackpots of National Lottery draws has risen during the recession, while women have maintained their regular patterns of play. Sports betting could soon become the UK s second most popular gambling product, The downscale nature of the gaming machine player base particularly in betting shops could leave it vulnerable to an upsurge in unemployment rates. Casinos efforts to segment their brands to appeal to distinct audience groups are being limited in their impact by continued restrictions on venue numbers and locations. Bingo club operators have succeeded in diversifying their customer base but have not yet benefited from growth in the popularity of the online game.
Where do people gamble? Methods of gambling, (study July 2010) Don t know None of these Other (eg charity event) By phone Casino At home with friends/at a friend s home At a sports event (eg horse/dog racing, football match) Online In a betting shop Retailer (eg supermarket, newsagent) Gambling in mainstream retail outlets is female-led, suggesting that increases in Lotto ticket purchasing seen among men have primarily boosted sales online. Growth in sports betting may be bringing more affluent punters into LBOs, but shops in the southern half of the country appear vulnerable to defection online. Online gambling s attraction to operators stems from its status as the only mass market activity in which participation peaks among the most upscale and wealthiest demographic groups. Sports venues have significant potential for growth, particularly as technology begins to enable their more affluent gamblers to bet remotely from the stands. Base: 1,917 adults aged 18+ 0 20 40 60 80 Source: Ipsos MORI/Mintel
Gambling repertoires Number of gambling activities participated in, July 2010 21% 6% 30% 42% No activities One activity 2-3 activities 4+ activities Don t know UK adults tend to gamble on a small collection of preferred products and in a limited number of locations. Ease of access is a key determinant of patterns of play, making venues offering multiple gambling products best placed to attract custom. Online gamblers are considered least mobile as they have best access to the widest range of activities. Land-based players have to move between venues to get the same level of choice. Base: 1,917 adults aged 18+ Source: Ipsos MORI/Mintel
Gambling Segment Performance Net expenditure on land-based gambling, by sector 2006-2010* 4,000 3,500 3,000 New product, higher stake/prize limits and increased marketing have helped the National Lottery, gaming machines and casino sectors increase their value. m 2,500 2,000 1,500 1,000 Although sports betting is showing triple-digit growth, its share of overall sector value is still too small to outweigh the decline caused by reductions in horse and greyhound turnover and profit. 500 0 Betting Football pools Casinos Gaming machines Bingo 2006 2008 2010 National Lottery The bingo sector has been the gambling market s biggest loser in recent years, having failed to recover from the hit it took in the immediate aftermath of the smoking ban. *year to March 31 Source: HMRC/Gambling Commission/National Lottery/Mintel
How often do people gamble? By gender, age and social grade Which of these best describes how often you do each of the following activities? Place a bet or gamble (not including national lottery) Base: 1000 online respondents ages 16+ GB Source: nvision Research 2010
Household expenditure on gambling In millions, volume of spending (at constant 2006 prices) and value as a % of total household expenditure (2010 data based on Q1, Q2 and Q3 only) Source: Consumer Trends, National Statistics/nVision, 2010
People Gamble more than going to the gym? % who claim to do each at least once a month Which of these best describes how often you do each of the following activities? Source: nvision Research, 2010 Base: 1,000 online respondents aged 16+, GB