Table of Contents
- Issues in the Market
- Main issues
- Definition
- Abbreviations
- Market in Brief
- Are the good times over?
- Figure 1: The online poker market (gross gaming yield in £m from UK
consumers), 2004-09
- Figure 2: Number of poker players and yield per head, 2007-09
- Can education limit defections...
- ... and help grow the customer base?
- Community games control the table
- You must know your amateur from your Pro
- Figure 3: The key player typologies based on frequency and destination
of play, July 2009
- The scramble for market share
- It' s a hearts and mind game
- Internal Market Environment
- Key points
- Poker gets regulated...
- ... and bigger poker clubs have to become casinos
- Figure 4: Rules on poker in casinos, pubs and clubs, 2009
- Poker clubs becoming casinos get more freedom
- Adiós Las Vegas
- Problem gambling
- Figure 5: The prevelance of problem gamblers (as % of those gambling on
an activity in the past year), 2007
- National Problem Gambling Clinic and a lack of funding
- Taxes on poker profits...
- But how does this create a level playing field?
- The US ban
- Figure 6: The leading poker networks and their acceptance of American
players, July 2009
- Accounts being seized
- The EU to fight back
- Broader Market Environment
- Key points
- Hard times for gambling venues
- When income is squeezed are some tempted to gamble more?
- Figure 7: Trends in personal disposable income and consumer expenditure,
2004-14
- Poker: Luxury or essential?
- Figure 8: Trends in selected areas of discretionary expenditure, at
current and constant prices, 1989-94
- Figure 9: Spending intentions in leisure, April 2009
- The effect of the smoking ban
- Socio-economic trends positive for poker...
- Figure 10: Forecast growth in the adult population, by socio-economic
group (%), 2009-14
- ... but age trends are countering this
- Figure 11: Percentage change in the age structure of the UK population
(%), 2009-14
- Technological innovation to drive the market forward
- Figure 12: The penetration of internet connections (%), Apr 2002-Jan 2009
- Can broadband help the age profile?
- Figure 13: The change in penetration of internet connections (%), Oct
2008-Jan 2009
- Digital TV provides another platform
- MPoker on the up but still a niche area
- Figure 14: Devices used to gamble online in the past 12 months, April
2009
- Competitive Context
- Key points
- Poker competes in the entertainment market
- Figure 15: Entertainment sales value, by sub-sector (£bn), 2008
- A niche activity but one that is getting less niche each year
- Figure 16: Participation in selected gambling activities, 2007 and 2008
- Poker enjoys a loyal band of regularity players
- Figure 17: Trends in games bet on, 2004-08
- Online bingo and casinos are a threat
- Real poker: Competitor or complement?
- Figure 18: Estimated breakdown of poker players in GB, 2008
- Figure 19: The breakdown (%) of casino stakes (drop in £m), by online
and in casino play, 2004-09
- Figure 20: Poker players (ever played), by location of play, 2008
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Size and Forecast
- Key points
- The market reaches a peak
- Figure 21: The online poker market (gross gaming yield from UK
consumers), 2004-09
- Figure 22: The remote poker market gross gaming yield, 2004-09
- Figure 23: The impact of the recession on the frequency and location of
poker play (% playing less or for smaller stakes because of the recession),
July 2009
- The number of players continues to rise but per capita spend falls
- Figure 24: Poker key performance indicators, 2007-09
- Segment Performance
- Key points
- Texas Hold' em the dominant game
- Figure 25: The estimated breakdown of online poker gross gaming yield
(£m and %), 2008
- Market Share
- Key points
- PokersStars the global leader
- Figure 26: The leading online poker sites worldwide, week ending 31 July
2009
- Ladbrokes the UK leader
- Figure 27: The poker sites currently used by online poker players in GB,
July 2009
- Figure 28: Estimated share of gross gaming yield from GB poker players,
2008
- Figure 29: The percentage on online poker players who have tried a site
but do not currently use it, July 2009
- Getting customers to try and stay is the key to success
- Figure 30: The relationship between trying a site and using it currently
for the top ten sites, July 2009
- Companies and Products
- Key points
- Networked or standalone?
- Figure 31: The major poker network providers, July 2009
- Figure 32: The largest poker sites in the UK and their network links,
July 2009
- Betfairpoker.com
- Full Tilt Poker
- Microgaming Software Systems Ltd
- Figure 33: The Poker istes in the microgaming poker network, July 2009
- Ladbrokes Poker
- Pacific Poker/888 Holdings Plc
- Figure 34: 888 Holdings Poker key performance indicators, Q1 2008-Q1 2009
- Paddy Power Poker
- Party Poker
- Figure 35: Party Poker KPIs poker and gammon, 2008-09
- PKR Poker
- Playtech
- Figure 36: The members of the iPoker Network, July 2009
- PokerStars
- Sky Poker
- VC Poker UK
- William Hill Poker
- Poker information sites
- Brand Communication and Promotion
- Key points
- UIGEA impacts on UK adspend
- Figure 37: Topline adspend, 2004-08
- PokerStars and Full Tilt lead the Way in 2008
- Figure 38: Adspend, by company (top 20, others summarised), 2006-08
- With Full Tilt going old school...
- But PokerStars getting a slap on the wrists
- PKR
- PKR takes to the skies
- TV takes over from the press
- Figure 39: Adspend, by media type, 2006-08
- PokerStars and Full Tilt change the advertising landscape
- Figure 40: Adspend, by company and media type (top 20), 2008
- TV ads strongly appeal to the pros
- Figure 41: The power of TV to attract new poker players, July 2009
- The importance of online affiliate marketing
- Figure 42: Examples of affiliate programme commission rates, July 2009
- Promotions
- Figure 43: Examples of sign-on bonuses to new players, July 2009
- The Poker Player
- Key points
- The popularity of poker drops
- Figure 44: Poker playing, by frequency, 2007 and 2009
- Today' s poker player: young, male, loaded and...
- Figure 45: The proportion (%) of adults playing poker in the past 12
months, by gender, age and income, July 2009
- ... tech savvy but not necessarily highbrow
- The online player gets instant gratification
- Figure 46: Frequency of playing poker, by where it' s played, July 2009
- The player typologies: Are you a player or a gentleman?
- Figure 47: The key player typologies based on frequency and destination
of play, July 2009
- Older less affluent take the game more seriously, while...
- Figure 48: The seriousness of poker players, by gender, age, income and
internet usage, July 2009
- The net attracts older females to the game...
- Figure 49: The tendency of poker players to play online+ and live*, by
gender, age, income and internet usage, July 2009
- ...but live play is preferred by younger men
- How and Why Adults Play
- Key points
- Poker appeals to the head and the heart
- Figure 50: Why poker players play the game, July 2009
- Poker players fall into four distinct types depending on the core
motivation for play
- Figure 51: The four poker player motivational groups, July 2009
- Players go online for specific reasons but...
- Figure 52: Motivation for playing poker, by player typologies, July 2009
- Play live for mixed reasons
- Hearts and mind motivated are more cautious with their cash...
- ... which explains why the recession has dented their willingness to play
- Figure 53: The tendecy to play for real money and the impact of the
recession on play, by motivation for playing poker, July 2009
- Inside every older person is a younger person wondering what happened
- Figure 54: The by motivation for playing poker, by gender, age, income
and internet access, July 2009
- How Can Player Loyalty Be Encouraged?
- Key points
- Are poker players brand-loyal? Well, sort of...
- Figure 55: Factors help driving choice of websites, July 2009
- Brands, games and site features hit the Pro market, but miss the Amateurs
- Figure 56: Factors helping drive choice of websites, by player
typologies, July 2009
- Feature and functional richness the key to site stickiness
- Figure 57: Factors that help drive choice of websites, by Pros,
Semi-Pros and Amateurs July 2009
- Pros twist, while Amateurs stick
- Figure 58: The number of poker websites used (19 in total), by player
typologies, July 2009
- Appendix -- Broader Market Environment
- Figure 66: Forecast adult population trends, by socio-economic group,
2004-14
- Figure 67: Forecast adult population trends, by lifestage, 2004-14
- Figure 68: Trends in the age structure of the UK population, by gender,
2004-14
- Figure 69: UK household sizes, 2004-14
- Figure 70: British internet penetration at home/work/place of study or
elsewhere, by gender, socio-economic group, age and working status, 2002-09
- Appendix -- Market Share
- Figure 71: Usage of the main online poker sites, July 2009
- Appendix -- Brand Communication and Promotion
- Figure 72: Adspend by company and brand (top 20, others summarised),
2006-08
- Figure 73: Monthly adspend, 2006-08
- Appendix --The Poker Player
- Figure 74: Frequency of poker playing, by demographic sub-group, July
2009
- Figure 75: Consumer typologies, by demographic sub-group, July 2009
- Appendix -- How and Why Adults Play
- Figure 76: The profile of poker players, by motivation, July 2009
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