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Biggest Bookies And The Distribution Of The Gambling Industry In The UK

You may look at the gambling and gaming industry and think there is a whole lot of healthy rivalry, with countless brands now vying for our pennies. Many businesses however, although they may appear impartial, are in reality part of the same group, and you may not ever know it. As with many markets, there are in fact a couple of large players and the rest are left to scramble for the remainder of the custom.
It is not just the old high street bookies such as William Hill and Betfred that occupy the best places from the largest betting company leagues. Many early online just bookmakers have beaten the old land based operators, such as Bet365, and also the planet’s biggest and earliest online exchange, Betfair. Mergers between already large companies such as Ladbrokes and Coral and Betfair and Paddy Power has generated behemoth bookies. The future of bookmaking in the UK is in the equilibrium as it risks becoming a monopoly of a very few massive businesses, very much like the energy markets.
In this report we also examine the development of the UK gambling industry, the size of the profits made together with the progressive change to online betting and gaming.
Largest CompaniesUK Market ShareUK Market SizeEvolution of GamblingMergers
Largest Betting Firms Ladbrokes-Coral Group Plc (possessed by GVC Holdings)
Position 1
Headquarters
London
Revenue
#2.5 Billion
Workers 30000
High Street Shops
4000
Launched 2016 (Merger)
ladbrokes-coral
William Hill were ousted from top spot after the merger at 2016 of Britain’s second and third largest bookmakers in 2015, completed 2016. The new company, imaginatively named Ladbrokes-Coral Plc, generates nearly #2.5 billion in revenue each year and workers over 30,000 people and is listed on the FTSE 250.
In 2018 the new group was farther purchased by GVC at a deal worth roughly #4 billion, including additional power to the brand on an international scale. GVC also own and operate sites like sportingbet (although we would not recommend them to bet with), partypoker and Bwin.
Ladbrokes, Britain’s oldest betting company founded in 1886, and Coral, established in the 1926, have over 200 years experience of being a bookmaker involving them. The group own almost 4000 betting shops, although were made to sell over 300 in the merger, and are just two of the most recognisable brands on the British high street.
Coral, began by Joe Coral an on track bookmaker in the 1920’s, grew rapidly after legalisation of off-course betting shops in 1961, becoming one of the first bookies to make the most. Merging with another company in 1971 to become Coral Leisure the group was obtained by Bass in 1981. In 1997 Ladbrokes made their very first attempt to buy Coral from Bass but that was blocked by the UK Monopolies and Mergers Commission at the time. Coral was offered to Morgan Grenfell, a private equity firm in 1999 and also merged with Eurobet, among the very first online betting sites, in precisely the exact same year. Gala bingo, founded in 1991 and operating over 150 halls with an additional internet presence, merged with Coral in 2005 to form the Gala Coral Group.
Ladbrokes was launched by two men who acted as a commission agents for horses (trained at Ladbroke Hill). Following a move to London in the early 20th century the company became a bookmaker for rich customers. Falling on harder times after WWII the business was sold for only #100,000. The identical legalisation of betting shops that drove Coral’s increase in 1961 however reversed the fortunes of Ladbrokes also, who were afterwards floated on the stock exchange for #1M in 1966. With forays to the hotel (Hilton Group) and home advantage industry the Ladbrokes team grew to second largest UK bookmaker. Prior to their Coral merger Ladbrokes also acquired BETDAQ, the second largest betting exchange, 2013.
The team now generate over a third of the profits from digital sources and between them have more internet customers than any other business. For much more about every brand see our full reviews.
Ladbrokes Review Coral Review
William Hill Plc
Ranking 2
Headquarters
London
Revenue
#1.7 Billion
Employees 16000
High Street Shops
2300
Launched 1934
william-hill
For a very long time William Hill would be the largest betting company in the UK with over 2300 shops and just under #2 billion in yearly revenues. The operator, that now generates around 200 million in yearly earnings and is listed on the FTSE 250, comes from humble beginnings.
In 1934 the company was established by Mr William Hill, who following some early failures and prohibited enterprises found he could earn money using a loophole that allowed off-course gambling using credit or post. Hill’s entered into the betting shop business, opening their first 5 years after the change in legislation in 1966, due to the founders belief that they were a cancer . He relented when he saw how fast his opponents were getting forward.
The company changed ownership many times down the years. Bought for 700 million in 1997, the newest was again sold a couple of decades after for #825 million and recorded on the London Stock Exchange in 2002.
The William Hill team have had some corporate failures over the years but their competitive strategy, particularly online, has enabled them to dominate the industry landscape. Possibly the most well known bookmaker in the world, largely down to the fact Hill’s have spread out the UK over any other bookie, and also due to their vast amount they spend on sponsorship and advertising.
William Hill Review William Hill Casino Review
Paddy Power Betfair Plc
Ranking 3
Headquarters
Dublin
Revenue
#1.75 Billion
Workers 8000
High Street Shops
600 (UK + I)
Launched 2016 (Merger)
paddy-power-betfair
Many mergers are just about money. Coral did not really bring anything fresh to Ladbrokes for instance, but the merger between Betfair and Paddy Power in 2016 to make the third largest gambling brand was surely mutually beneficial to both parties.
Paddy Power, among Ireland’s biggest bookmakers, was set in 1988 but it was the online age that actually watched the brand come to life via its often controversial advertising approaches. Holding over 600 shops across the united kingdom and Ireland and boasting retail revenues of almost #1 billion Paddy Power brought the real world places, marketing strategy and cash to the merger.
Betfair on the other hand had a very different history in the gambling industry. Located as a peer-peer betting exchange as opposed to a traditional bookie in 2000, Betfair became the largest of its type in no time in any way. Despite better odds on offer in the market, the industry still remains fairly small (see later) and so in order to compete Betfair established a fixed odds sports publication in 2011. Betfair would be the smaller party in the merger, generating less than #500 million in earnings. Because of this PP shareholders received 52 percent and Betfair 48 percent of the new firm.
Paddy Power Review Betfair Review
Bet365 Group Ltd
Position 4
Headquarters
Stoke-on-Trent
Revenue
#2.3 Billion
Workers 3500
High Street Shops
None
Launched 2000
Bet365
Bet365 meteoric increase has all come form the electronic industry, and believing that only today is the internet gambling market bigger than the high road (excluding national lottery) that is a fairly impressive performance. When they state in their advents that Bet365 is the worlds favourite online gambling company they are not lying.
Established in 2000 from a small temporary building in Stoke by today multi-billionaire Denise Coates, Bet365 now generates massive online earnings and is the largest private employer in Stoke. They even own the soccer arena.
Denise began the company by borrowing from her fathers brick and mortar bookmaking company, established in 1974 by Stoke City chairman Peter Coates. Selling off the stores to Coral at 2005 Bet365 became an increasingly internet only operator in the place where they have gained a massive customer base of more than 20+ million people from 200 nations. The manufacturer has the best reputation inside the betting and gaming industry from both punters and insiders and boasts among the most loyal customer bases of any business.
Often cited as a success story of British internet business, if you should rule out the offline gaming sector then these men would be the greatest. Multi-award winnings and continuously developing new technologies and ideas the only way that this company is going in the long run is up.
Bet365 Review
Betfred
Ranking 5
Headquarters
Warrington
Revenue
#800 Million
Workers 1000
High Street Shops
1650
Launched 1967
Betfred
The Betfred journey to becoming one of the largest independent gambling companies in the united kingdom is more heart-warming than others. Launched from a single shop in Salford by Fred that an Peter Done in 1967, the team now have a multi-billion turnover and up to #1 billion in revenues annually. According to Warrington the company hasn’t been sold or merged and stays in the same hands as it started in.
Fred Done is famous in particular for paying our early on Manchester United to win the league double only for them shed on both events (1998 and 2012). He also dropped #1,000,000 in a personal bet with Victor Chandler (owner of BetVictor) betting again on Man United, this time to complete higher than Chelsea in 2005 – they didn’t. Despite all these misjudgements Fred is also famous for inventing the Lucky 15 and other full cover stakes.
The business has a sizable gaming store operation, and since buying around 300 shops that Ladbrokes-Coral were made to sell now own in the region of 1650 stores in the UK. Famous for being one of the very best racing bookmakers Betfred improved their exposure in this market by buying the tote at 2011 for #265. This allows them to enable totepool bets to other operators as well as supplying bespoke tote bets others don’t have. Regardless of this Betfred’s future looks mixed and will likely hinge on how well they develop on the internet in the coming years.
Betfred Review
888 Holdings Plc
Ranking 6
Headquarters
Gibraltar
Revenue
#600 Million
Workers 1600
High Street Shops
None
Launched 1997
888-holdings
888 is a thoroughly modern betting company, there is no amorous rear story here. Currently part of a rather convoluted company arrangement, 888 Holdings is your gambling arm of parent company Cassava Enterprises. Originally founded as Virtual Holdings conducting an early casino site, casino-on-net, by two Israeli business guys, the business grew in step with the development of the web.
The brand was renamed 888 in 2002 and despite having a hard hit when online gaming became illegal in several US territories in 2006 has continued to grow in all areas of online gambling. The group operate a sports (888 Sport) and poker site (888 Poker) and many casino (e.g. 888 casino, 777 casino)) and bingo brands (e.g. 888 bingo, 888 girls, Wink Bingo) with a distribution of 61 percent casino, 18 percent poker, 11% sport and 9 percent bingo.
888 really are a global online specialist which will only grow in the future. The company was fined almost #8M from the gaming commission in 2017 for failure to correctly protect vulnerable gamblers in the UK. This will slow down the aggressive growth plan of the company, although only slightly.
888 Sport Review 888 Casino Review
Kindred Group (Unibet, 32Red, Stan James, et al)
Ranking 7
Headquarters
Malta
Revenue
#800 Million
Workers 1400
High Steet Shops
100 (Stan James)
Established 1997
Kindred
Kindred is a name that you may likely haven’t heard of, it is in reality the rebranding of the old Unibet Group Plc after the purchase of more than a dozen other manufacturers.
Fast becoming one of the biggest betting businesses in Britain and Europe that the Kindred group comprises Stan James, 32Red, Bingo.com and Maria. Unibet is of course the jewel in the crown, the Scandinavian brand has grown to become among the largest online betting sites with over 15 million clients.
The future goal of this brand is clear in their recent history of takeovers, paying #19 million to Stan James (which contains a new real world existence ) and #175 million to the top rated online casino 32Red.
Unibet Review 32Red Casino Review
Market Share And Gambling Revenue Distribution
UK online and offline gambling market share
The pie charts above show a general representation of the supply of gambling revenue in the UK. Offline gambling remains the biggest sector as this comprise the federal lottery (28 percent ), compared to high street bookies (27 percent ) and land-based casinos (5%) only online gambling is larger (40%). The trend from offline to online is expected to remain in the future.
Within the internet market casino is the biggest (slots 37% and other games 15 percent ), followed by with sports (40%). Exchange gambling (3%), online poker (2 percent ) and online bingo (2%).
The Size Of The UK Gambling Industry
The UK gambling industry currently generates around #15 billion in annual revenues and is growing rapidly at up to 8 percent per year. Of this total on a third (#5 billion ) is created from online gaming, using a demanding split of 60% casino and 40% sports betting.
The sector as a whole is responsible for contributing approximately #8 billion into the UK treasury each year and directly employs over 100,000 individuals (perhaps up to 500,000 if you include indirect employees).
High Street Bookmakers And Land Bases Casinos
Distribution of high street gambling venuesDespite the continuous shift towards online betting because the turn of the century there are still around 9000 gambling shops in the UK (90% of which can be regulated by Coral, William Hill, Ladbrokes and Betfred), 600 bingo halls, 1800 arcades and 150 land-based casinos (63 possessed by the Rank Group and 41 by Genting). There are currently in the area of 200,000 gambling machines operated in the united kingdom too, of which approximately 40,000 are the contentious fixed odds betting terminals (FOBTs).
The National Lottery (and other lottery) earnings are also included in the overall gambling revenue figure. This constitute to #3.5 billion of the total, with at the region of #250 million moving back to good causes.
High street bookmaking is responsible for a similar figure, #3.5 billion yearly, claiming over 95 percent of their non-remote gambling earnings in the united kingdom. Pool gambling (like the Tote) makes up 4% with different sources, such as on-track bookies, making up just 1 percent.
Land-based casinos generate #1 billion in yearly profits. Just under half of this stems from roulette (44 percent ), a quarter from blackjack (25%), a fifth (20%) form slots and other electronic games and the rest from various other games and tables.
Online Betting And Casino
Sports betting supply in the UKApproximately 57 percent of online gambling revenues comes from remote casinos. Of this three quarters derives from slots, with the rest coming from table along with other games (an opposite tendency to land based casinos). Poker, which can be classified under casino, creates less than 2% of their total revenue.
Sports betting is the next most significant sector, producing up to 37 percent of the general earnings. Of this around 54% comes from soccer gambling, around 32 percent from horse racing and the remainder from other sources (of which tennis makes up nearly half).
Other sources of revenue include exchange betting (~3%), online bingo (~3%) and swimming betting (~0.5%).
In 2014 the online sector made up 29 percent of the total market share, by 2016 this had grown to 32%. By 2020 the industry could approach 50% of annual earnings generated from gambling related activities in the UK.
Evolution Of High Street To Internet Betting
Aside from the peculiar independent bookie and some of the stalls you see at racecourses, all bookmakers now offer online betting. Of course, it didn’t utilized to be this way, and prior to the internet era breaking into the industry was easier said than done. For a full history of gambling see our dedicated page.
Pre-1960’S
Prior to 1960 in the UK it had been illegal to take bets from horse and greyhound tracks. Betting was heavily regulated by the government and although prohibited operators did exist, overall you would find it really hard to place a bet from the monitor.
Bookies did still take bets off-course through loop-holes in the law that enabled bets to be taken by telephone or through postal order. This is how William Hill began out. If you were wealthy enough of course there were always choices open for you, Ladbrokes for example started out as a gentleman’s bookmaker for high profile clients. If you were nevertheless a typical working-class lad or lass however, there were quite a few choices open for you.
Even then most gambling at the time was for horse and dog racing only. Football gambling was largely outlawed, except for non stakes pool betting syndicate games, such as the soccer pools (which still exists today).
Fundamentally before 1960 betting wasn’t very simple as you needed to go to some race-track to do it (or do it in a back street gaming den). That’s unless you were rich once the law did not actually apply to you and you could bet through discreet retailers.
1960 Betting And Gaming Act And Betting Shops
Gambling shopIn 1960 the authorities eventually embraced the new era. Normal people had more disposable income in their pockets and they wanted more freedom with how to invest their cash. The gambling act for the first time allowed off-course gambling and from the next year, May 1961, a whole plethora of new betting shops opened across the length of the country at a rate of 100 a week.
Betting was largely restricted to horse racing, together with rules set up such as the’trebles rule’ on soccer. This meant all of footy bets needed to be accumulators with at least 3 or more choices differently you could not wager. The only sport you could place singles on was racing.
Still this new sector was embraced by the people of Britain, sowing the seed which eventually led to the UK getting the largest gaming state (per head) in the world.
One of the very first individuals to open these new betting shops was Joel Coral and 10,000 stores are reported to have opened over the first 6 months. Ironically the UK’s now largest high street bookie, William Hill, initially refused to start betting shops, saying they were a cancer on society. He reneged in 1966.
1970s And 1980s
The bookmaker industry grew exponentially in the decades after legalisation of high street betting. By the 1970’s there were 15,000 stores in the uk.
This is the time when many of the largest names we know now made and solidified their standing. Britain’s oldest bookmakers, Ladbrokes, William Hill and Coral were earning so much they also began to spend money on additional leisure sectors.
1990’S
Despite the enormous success of high street bookies from the previous 3 decades the sector had a restricted clientele. The huge majority of punters using gaming stores were working class guys and the standing of shops as being seedy dark dens filled with smoke and foul language didn’t help change this.
Bookies sought to create a bigger customer base by introducing new features, such as live sport in shops and fresh soccer coupons to encourage more diverse clients and bets. The removal of this’trebles rule’ on football in 1990’s went a fantastic way towards helping the bookies branch outside, together with punters now able to back singles on a selection of sports.
A progressively superior picture, wider array of stakes and markets, more televised sports (particularly Premier League soccer ) and an ever-increasing disposable income, saw the bundles of bookmakers rise again.
From the mid-1990’s the industry seemed locked down with five massive companies dominating the landscape, together with a couple of independents throughout the country. Many thought gambling and gaming would be like this forever. That was before the internet came along.
New Millennium And The World Wide Web Online betting 2As the 1990’s brought to a close a new threat started to emerge into the old established order, online betting. This was dangerous to the established high street bookies than you may imagine.
High street bookmaking was controlled by various betting and gambling acts and much more importantly stakes were taxed (9p/#1 staked). Online gambling nevertheless was a tiny bit like the wild west, so you could basically set up wherever you desired, launch a site and start taking bets from clients — tax free.
Although preventing tax on gaming stakes and winnings was at the time illegal it was nearly impossible to police. New companies together with the old high street bookies started to set up new websites, mainly based off coast in Gibraltar or Malta, to make the most of the tax free trade (most are still located there now ).
In the late 1990’s and early 2000’s the market share online was very low and even though the new unregulated online trade was a concern that it was not widespread enough to cause changes yet. The bookies were making enough from the large street though taxation averting new brands were now taking a slice of their profits.
Victor Chandler And Tax
In 1999 Victor Chandler (now BetVictor) moved his bookmaking company off coast to Gibraltar in protest at the betting tax rates in the united kingdom, selling his 41 shops to Coral. This allowed Victor to supply gaming chances to global customers, especially from Asia, without paying UK tax. Additionally, it enabled UK punters to bet with no paying the 9p/# stake tax.
It’s believed it was this decision that led the then UK chancellor, Gordon Brown, to eliminate the gambling tax in 2001. Saying that though he eliminated the tax paid directly by the punter new taxes were levied on the bookies profits left in the united kingdom and by this stage the ship had largely sailed and many traditional bookies were conducting their online performance from overseas.
2005 Gambling Act
gambling act 2005
Finally the authorities realised the status quo couldn’t last forever. This {wasn’t|was not

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