Part 1 – The UK market - November 2014 - September 2015
and this 11-month snapshot confirms our view . When bingo is included in with the casino figures , we can see that the percentage of revenues is 62 % compared with 38 % for all sports betting , betting exchange and pool betting .
Of the casino-only total of £ 2.13bn , the primacy of slots shines through , worth two-thirds of the total , or £ 1.4bn , with table games totalling £ 335.4m , or 16 % - and card games worth £ 165.1m , or 8 %. Indeed , it should be noted that slots revenue even surpassed sports betting total GGY .
The value of the myriad B2B partnerships , white labels and other deals is also evident with the revenue share total for casino of £ 1.24bn ( 58 %) outweighing the total for proprietary revenue of £ 892.1m ( 42 %). Given the debates currently waging across the industry regarding buy or build strategies for content and games provision , it will be interesting to see whether these percentages vary over time . As it stands , though , the figures indicate the size of the potential supply market in the UK – when the revenue share of betting and bingo is added to the casino figures , the total for revenue share is £ 1.72bn which is a sizeable pie .
Of note within the casino figures is the small scale of the poker market ( given in the figures as peer-topeer gaming ). The total of £ 93.2m for the market overall is , obviously , small in comparison with other casino products and the revenue share figure of £ 16.6m indicates the degree to which the leading providers of poker platforms must almost certainly be using poker as a loss-leader .
Number of accounts
The data for the number of accounts that were active over the 11-month period was just over 20 million while the new account registrations came in at 19.9 million . We should be careful of reading too much in the fact that these numbers would appear to closely tally , but we can say that the number of new account registrations gives a hint as to the amount of multiple accounts held by most participants . Making an assumption that it is only active accounts that will have cash in them ( a fair assumption but likely missing out on a fair few ‘ forgotten millions ’), and using the funds held in customer account data , we can estimate the average amount of money held in accounts as of September 2015 was circa £ 25 . This very crude figure would , of course , mask some huge variances .
Words of caution
One question that arises from the separation of proprietary and revenue-share proceeds is that of potential double-counting . The Commission , for instance , has made clear it considers its GGY figures to be equivalent to the post-bonusing net revenue figures reported by the leading UK-listed operators in
UK sports betting GGY - Nov 2014 - Sept 2015 UK Casino GGY breakdown Nov 2014 - Sept 2015
Golf 1 % |
Others 12 % |
Peer-to-peer 4 % |
Other 6 % |
Financials 1 % |
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Dogs 2 % |
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Card Games 8 % |
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Cricket 1 % |
Horses 32 % |
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Tennis 6 % |
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Table Games 16 % |
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Football 45 % |
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Slots 66 % |
Source : UK Gambling Commission |
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Source : UK Gambling Commission |
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iGaming Business Market Monitor – UK , Australia and Spain • September 2016 5