Sports betting leads the charge in UK online gambling

The British research company Stickyeyes has compiled an interesting statistical study that references several leading data sources to draw a picture of the current UK online gambling industry.

It shows that sports betting – and specifically ‘in-play’ betting on mobiles – dominates the now GBP 2 billion a year market in revenues, with William Hill plc the most recognisable and oft-searched brand.

Highlights of the study include:

Overall online gambling market share (referencing Mintel’s late-2012 survey):

Ladbrokes 11 percent
Paddy Power 11 percent
Betfair 11 percent
Bet365 11 percent
William Hill 15 percent
Other 44 percent

Most searched brands in the sector (referencing Google)

25 percent of searches carried out from mobile devices, and according to a Mintel /GMI survey 29 percent of users who have gambled online do so via a smartphone.

William Hill 19.39 percent
Paddy Power 10.86 percent
Ladbrokes 10.70 percent
Bet365 9.69 percent
Betfair 6.02 percent
Betfred 4.98 percent
Others 38.36 percent

Leading brand in specifically online casino and poker searches was 888.com (28 percent and 19 percent respectively).

Market share by activity:

Online poker 15 percent
Online bingo 17 percent
Online casino 23 percent
Online sportsbetting 45 percent

Growth since 2008

Poker 8 percent
Bingo 155 percent
Casino 79 percent
Sports betting 102 percent, mainly in horse racing but football betting soared 69 percent in the period 2011-2012, too.
Mobile search growth up 75 percent in 2012 alone.

The full infographic is available at http://www.stickyeyes.com/