market intelligence report: 3rd annual online gaming (exec summary)
Post on 21-Oct-2014
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DESCRIPTION
The introduction to the 2014 Stickyeyes iGaming report. The full report looks at SEO and PPC for the top 100 brands within the market. This 3rd edition now includes international markets and a wider array of bettting types.TRANSCRIPT
INTERNATIONAL ONLINE GAMBLING AND BETTING INTELLIGENCE REPORT
January 2013 to December 2013
EXECUTIVESUMMARY
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WHAT WILL YOU GET FROM THIS REPORT?• In-depthmarketanalysiscoveringperiodJanuary2013toDecember2013.
• Acomprehensive“who’swho”inonlinegamblingandbettingwithintheUK.
• AnanalysisoftheonlinegamblingkeywordlandscapewithintheUScoveringthesubverticalscasino,poker,bingoandsportsbetting.
• DetailedinsightintothedevelopmentoftheonlinecasinosectorwithinkeyEuropeaninternationalmarketsincludingSweden,ItalyandSpain.
• Over200individualpiecesofkeyinsights&over100piecesofstatisticalinterpretation.
• Analysisofthetop300onlinegamblingoperatorsacrossthetop200onlinegamblingkeywords,spanningfivecountries.
WHAT QUESTIONS DO WE ANSWER?• Whichbrandsarethemarketleadersandwhichkeywordsaredrivingmarketvisibility?
• Whatareonlinegamblingoperatorsdoingtoachievemaximummarketshare?
• Whatisthesizeofopportunitywithinkeyinternationalmarkets?
INTRODUCTIONWelcometoourthirdmarketintelligencereportfortheonlinegamblingindustry.Stickyeyeshasbeenworkingwithonlinegamblingclientsformorethan15yearsandwebelievethatourunparalleledsectorexperiencehassignificantlycontributedtothevaluewehavedrivenforourclients.
Sinceourlastreport,publishedinJanuary2013,theonlinegamblingmarkethasexperiencedsignificantchange.AseriesofalgorithmupdatesthathavebeendesignedtoimprovethequalityofGoogle’ssearchengineresultspages(SERPs),havedecimatedthekeywordrankingsformanyofthemosthighprofilebrandswithintheUKmarket.Theresultofthishasbeentheradicalre-shapingofourclickshareindexandwenowseenewleadersacrossmanyofthemainsubverticalsincludingcasino,pokerandbingo.
Thisyear’sreportalsoextendsitsanalysisintoarangeofinternationalmarkets.WithDelaware,NevadaandNewJerseydevelopinganonlinearmtotheirgamblingmarkets,thisreportassessestheimpactoftherelaxationofonlinegamblingrestrictionsanddiscusswhatthismeansintermsoftheshapeandcompositionoftheUSSERPs.
OuranalysisdrawsattentiontothefactthattheexistinglevelofregulationhasmeantthatthecurrentkeywordlandscapeintheUSisstillanuntappedandimmaturemarket.ThismeansthatmanyUSgamblingSERPsareoccupiedbyadiverserangeofgamblingrelatedwebsitesthatvarysignificantlyintermsofqualityofcontentandproductoffering.
ThereportthenaddressestheonlinegamblingmarketwithintheEurope,analysingtheEuropeanUnion’sapproachtotheharmonisationofEUwideonlinegambling,itsattemptstoensureacompetitivelevelplayingfieldamongnationalgovernmentsandeffortstoensurecompliancefrommembernationswithEUcompetitionlawonthefreemovementofgoodsandservices.ThereportconcludeswithananalysisofthegrowthoftheonlinecasinomarketinseveralkeyEuropeanmarketsatdifferentstagesofdevelopmentintermsofmarketliberalisation,namelyItaly,SpainandSweden.
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UK MARKET: EXECUTIVE INSIGHTS• Consumerexpenditureononlinegamblingandbettingwillbreakthroughthe£2.5billionbarrierin2013,asmanyofthe
leadingoperatorscontinuetorecorddouble-digitrevenuegrowth.
• Thesportsbettingmarkethasgrownby79%since2009andremainsthemostdominantformofonlinegambling,accountingfor45%ofallrevenue.
• Intermsofrevenue,thefootballbettingsegmentcontinuestomovefromstrength-to-strength,growingby35%since 2010.
• Revenuefromremotesportsbetting(i.e.onlineandmobileplatforms)hasgrown29%,whileoverthecounter(OTC)bettinghasdeclinedby2%.
• Searchenginesarebecomingoneoftheprimarybattlesfieldsformanyofthetopgamblingbrandsandthisisreflectedinthegrowthofadvertisingexpenditurewithinthisarea.Since2009,onlineadvertisingwithintheareaofsportsbettinghasmorethandoubledfrom£4.6millionin2009to£10.8millionin2012.
• WilliamHillhasmaintaineditspositionasmarketleaderwithinUKonlinegamblingandbetting,recordingonlinenetrevenuegrowthof18%duringthefirsthalfoftheyear2013.Thisisalsoreflectedwithinthebrand’sshareofbrandrelatedsearchimpressionvolume,whichhasincreasedfrom19%to23%during2013.
• Searchimpressionvolumeforsportsbettinghasgrownby18%since2012,whilecasinohasincreasedby15%.Ofthetop10phraseswithingenericonlinegambling,bingocontinuestohavethehighestvolumeofsearches.Onlinecasino(18.11%)hasovertakenpoker,withthekeywordcasinointhirdplace12.13%.Newentrantsintothetop10includethekeywordsbingosites,blackjackonlineandonlinebingo.
• Throughout2013Googlehascontinuedstrengtheningthequalitysignalsthatunderpintheiralgorithmwiththeintroductionofupdatesandrefinements,includingPandaandPenguin.Theresultisthatmanyofthetopbrandswithinorganicsearchhaveseendramaticdropsintheirrankings,withonlyasmallnumberofbrandsbeingabletomaintainconsistenttop10positionsthroughout2013.
• Virtuallyallthemainsub-verticalswithintheUKonlinegamblingmarkethavebeenimpactedbyGoogle’supdates,withcasino,pokerandbingoexperiencingthemostdramaticchanges.
• OneofthemosthighprofilescasualtiesofGoogle’salgorithmupdatein2013hasbeen888,whichsawrankingsdropfor manyofthemostimportanttermswithinonlinegamblingincludingthephrasescasino,onlinecasino,pokerandonline poker.
• OthercasualtiesofGoogle’supdatesforvarioushighprofilekeywordsincludeCasino770,Bet770,SpinPalace, Gambling.com,TombolaandCheekyBingo
• PaddyPoweristhenewleaderwithincasino,whileBwinParty,viaitsflagshipbrandPartyPoker,leadstheorganicpokersubvertical.PokerStarsandFullTiltPoker(partofTheRationalGroup)areinsecondandthirdplacerespectively.
• Ladbrokesledthebingosubverticalformuchof2013,overtakingpure-playbrandslikeFoxyBingo,CostaBingoandCheekyBingobutthisdominancehassincebeenchallengedbyGala,whichlettheverticalduringthelatterstagesoftheyear.
• WilliamHillisthenewleaderoftheorganicclickshareindexforsportsbetting,closelyfollowedbyPaddyPower.Howeverthislead,coupledwithanaggressivePPCstrategy,makesWilliamHillthedominantforcewiththismarket.
• BothBwinandLadbrokeshavesignificantlystrengthenedtheirpositionswithintheonlinesportsbettingsubverticalandtheynowsitfirmlywithinthetopten.
• Thesportsbettingsubverticalfootballremainshighlycompetitive,whileonlinebettingcomparisonsiteslikeOLBGaredominatingtheorganicclickshareindex.MeanwhilebettingoperatorslikePaddyPowerandWilliamHillaredevelopinganaggressivePPCstrategyinordertomaximiseexposure.
• Withanaggregatedclickshareof20.59%,WilliamHillhasmaintaineditsleadwithinthesportsbettingsubverticalforhorseracing.However,itsleadwithintheorganicindexhasbeenerodedbyRacingPost,whichnowsitsinsecondplace,just 0.17%behindWilliamHill.Anyshiftinorganicrankingsorforeitherofthesetwobrandscouldresultinreshapingofthelandscape.
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US EXECUTIVE INSIGHTS• TheUSonlinemarketforgamblingremainsheavilyregulated,resultinginanimmaturemarketintheUSonlinegambling
keywordlandscape.ThismeansthatmanyofUSkeywordSERPsareoccupiedbyadiverserangeofgamblingrelatedwebsitesthatvarysignificantlyintermsofqualityofcontentaswellasproductoffering.Despitethisregulation,anumberofstateshavestartedtodeveloponlinearmstotheirgamblingoperations.ThemostnotableexamplesareDelawareandNevada,withNewJerseyfollowingsuitinNovember2013.
• TheUSonlinegamblingmarketcomprisesoffourkeysub-verticals;casino,poker,bingoandbetting.Themostcomplexsub-verticalisbetting,whichalsocomprisesgenericsportsbettingaswellasfootball,basketball,baseballandhorseracing.
• ThecasinoverticalhasthelargestsearchimpressionvolumeandispotentiallythemostlucrativekeywordmarketforthefledglingUSmarket.Ofthese,thekeywordsforcasino,slots,pokerandrouletteareprimarypowerhousespotentiallydrivingsignificantvolumetothoseinhighrankingpositions.
• TheUScasinosubverticalisrepresentativeofthismarketimmaturityandissubsequentlydominatedbyaffiliates,aswell asfreeorlowqualityflashcasinogames.FoxwoodsandRiverCasino,whicharelandbasedoperations,aretheonlyUS commercialoperationthatarevisiblewithintheorganicclickshareindex.ThePokermarketisdominatedbyinternationalbrandsPokerStars,FullTiltPokerandPartyPoker.Thebingoindexexhibitssimilaritiesaswiththecasinomarket.ThemoststrikingfeatureofthegenericbettingsubverticalisthatitisdevoidofanyindigenousUSlandbasedcommercialgamblingbrands.
EUROPEAN MARKETS (ITALY, SPAIN AND SWEDEN): EXECUTIVE INSIGHTS• LiketheUS,onlinegamblingwithintheEUislefttoindividualmemberstatestoregulate,leadingtoadisjoined
market withinEurope.However,overthepastseveralyears,theEuropeanCommissionhasmadenotableattemptstoharmonisetheonlinegamblingsectorbetweenmemberstates,whichcouldultimatelyleadtoagenuinelyEuropeanonline gambling market.
• Italy,whichstartedmarketliberalisationin2006,hasasearchmarketingclickshareindexthatismadeupofablendofthelocalItalianoperatorsaswellasinternationalbrandslike888,WilliamHillandPaddyPower.Interestingly,asignificantamountoftheclicksharewiththeindexistakenupbyaffiliatestylesitesthataredirectingtraffictopaid,onlinereal-moneybrands.
• AlthoughtheSpanishindexconsistsofamixtureofinternationalandlocalbrands,clickshareisheavilyweightedtowardsinternationaloperators,with888beingtheleadingbrand.TheSwedishonlinecasinomarketisledbyBetsson,whichhasaclickshareof24.20%.IncontrasttobothSpainandItaly,internationalbrandsdohavethesamelevelofpresencewithintheclickshareindex
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ABOUT THE AUTHORSPhilipMcGuin,HeadofInsightandMarketResearchatStickyeyeshas15years’experienceintheareasofonlinemarketing,performancebasedleadgenerationaswellas,dataanalysistechniquesincludingwebmetrics,portfolioscorecarding,attribution,econometricsandstatisticalmodelling.HehasworkedbothclientandagencysideforarangeofsectorsincludingpublicbodiessuchasEuropeanParliament,EuropeanCommissionpromotingtheEU’spolicyonInformationandCommunicationTechnology(ICT)aswellastheDepartmentofTradeandIndustry(DTI),marketingpolicyone-Government.HealsohasextensiveexperienceintheprivatesectorasHeadofMarketingforanenterprisesoftwareprovideraswellastheHeadofOnlineMarketingforoneoftheUK’sfirstprivateonlinehighereducationtrainingproviders.PriortohiscareerintheprivatesectorPhilipworkedasadoctoralresearchfellowinEconomics,Politics,PublicPolicyandAdministration.
ABOUT STICKYEYESStickyeyesisaninternationaldigitalmarketingagencywithapedigreeinsearch.
Ourservicesinclude:SEO,PPCanddisplay,social,PRandcontentprovision,consultingandinsightanddesignanddevelopment.
Weworkwithmanyofthelargestgamingcompaniesonaninternationalbasisandmanyofourteamhavegamingoperatorexperience.We’reproudofourabilitiesandbelievenootheragencyhasourstrengthanddepthofexperience.OurworkwithgamingcompaniesrangesfromoneoffmarketreportstoascertainopportunitylevelsfornewbrandsorproductsthroughtofullservicedigitalmarketingtomaximiseROI.
OurpedigreeinthegamingindustrywasrecentlyrecognisedattheUKSearchAwardswherewewonfourawardsincluding‘BestUseofSearchinGaming’andthecoveted‘BestAgency’award.
Ifyouwouldliketodiscusshowwecanhelpyoupleasecontactus,we’llstartwithadeepdiveintoyourperformance,howthatcomparestoyourcompetitorsandwhereweseegapsandopportunities.
www.stickyeyes.com
Paul HillSales Director0113 391 [email protected]
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