Britain’s betting industry is entering a decade where we can see there being drastic changes. With technology always evolving, stronger regulation born from the 2023 White Paper, alongside shifting public attitudes towards the leisure activity and commercial pressures will together reshape how Brits gamble. Who will be the winners and losers of this forthcoming change?
We feel the digital aspect will remain a dominant force. Remote betting generated billions in gross gambling yield in recent years. Online betting and casino play will account for the bulk of growth and operators will double down on mobile, in-play markets and richer live-streamed experiences on casino and sports to keep users engaged. We expect micro-bets, personalised odds suggestions similar to how the betbuilder in football has increased in popularity. This would be powered by AI using odds generators. We see there being an expansion of payment options by 2035 with various forms of vouchers and the ever evolving crypto currency.
The regulation of people’s spending will be a defining force with billions already being lost in levy due to people unwilling to show personal financial details. This will mean people will use unlicensed betting sites or even revert back to in shop betting patterns. The government’s Gambling Act reform programme and the Gambling Commission’s subsequent rule changes which make it clear that public policy will prioritise consumer protection and harm reduction over unfettered market growth. The new rules that were introduced in 2023 have already tightened safety requirements and given regulators greater powers with more intrusive compliance which puts many players off. The mandatory affordability checks, stronger age verification and clearer operator duties to intervene when harm is spotted will only increase over time if the current government stays in power.
With advertisement and the marketing of gambling changing constantly this will also have an impact on the industry. The recent moves by advertising authorities to close offshore loopholes and extend the CAP Code mean gambling promotion in the UK will be even more tightly policed. We can expect fewer flashy multi-channel campaigns, stricter social-media controls and an industry that will present offers more responsibly. This will raise the cost of customer acquisition and nudge firms towards loyalty and product quality rather than the method of mass advertising.
The commercial consolidation and cost pressure are already visible in the industry with big operators facing rising compliance bills, alongside public scrutiny and political pressure over taxation and community impact gambling has. Most recent headlines suggest potential shop closures if levy rises further meaning job losses. The smaller firms without scale or compliance capability will either be acquired or exit the market meaning this will have a negative impact with less competition to the corporate businesses.
By 2035 we can foresee a very different betting landscape to that of now. More digital play but the increase of credit card casinos and betting sites being used due to the compliance checks. Betting companies in the UK will only stay the test of time if they are able to take the wrath of tax increases alongside the safer gambling laws. The increase in cost of entrance and refreshments at a horse race meeting has put punters off more recently but will the attitude towards just getting people through the door again create a positive impact to the betting industry. The constant negative publicity towards tax and safer gambling has taken the light of what a great day out Racing is and a massive part of British culture.