UK online casino market share: betting sites vs. casino sites
iGaming business article – first published 6 June 2017
iGaming Tracker’s latest research shows supplier market share of casino games across 20 of the top sports betting websites compared with 20 of the top casino-focused websites in the UK. By Ken Muir, director, iGaming Tracker.
The market share is calculated as the duration of a provider’s games in the top 25 positions of the websites’ main pages. The size of the bubbles in the visualisations below equates to the respective market share of each supplier.
Playtech dominates for sports sites
Unsurprisingly maybe, Playtech dominated supplier market share across betting sites and casino-only (pure play) sites during the period 1st to 31st May, 2017. However its share was proportionately lower on casino sites, while Swedish casino specialist NetEnt is just behind.
Playtech’s dominance on UK betting sites is largely due to its exclusive tabs, which are present on many of the largest UK sportsbooks.
If you take these pages out of the analysis, i.e. analyse “non-exclusive” pages, Playtech ranks 8th in sports and 4th on casino sites. These rankings are helped by Playtech’s recent acquisitions of Quickspin and Eyecon.
Brands owned by sportsbook operators have a significant share
The growing share of “own brand” games on sports betting sites is becoming more and more prominent.
Paddy Power Betfair’s Cayetano, Sky Bet’s Core Gaming and Ladbrokes Coral’s CR Games all appear in the top 20 games suppliers, even when looking at 20 sports websites as a whole. We will look at this trend in more detail in a future article.
Supplier mix changes when you compare sports vs. casino
Some suppliers have a larger market share in sports betting sites, some have a larger share on dedicated casino sites. IGT and Netent have a bigger share in the dedicated casino sites.
When you take out the exclusive pages of Playtech on the betting sites and look at the non-exclusive pages it is evident that Blueprint Gaming has a bigger share on the sports sites compared to dedicated casino sites.
Some suppliers over-index in the top positions
The visualisation looks at the 25 most prominent game positions on each main page of the sites. However, the mix changes if you look at all the game positions.
For example when you look at non-exclusive casino pages on the sports betting websites SG Interactive ranks third behind Blueprint Gaming in second. But if you look at all positions SG Interactive has a bigger share of games than Blueprint Gaming.
Other games suppliers that over-index in the top positions are IGT and NextGen. Games suppliers that under-index in the top positions are Microgaming and iSoftbet.