Segmenting the betting market in England

Chris Hand and Jaywant Singh

While there are a number of studies focusing on the motivations for betting, less is known about the extent to which the market is segmented.

Segmenting the betting market in England

Chris Hand and Jaywant Singh

Kingston University

Introduction

In recent times, both the number of forms of betting and its visibility have multiplied. According to the UK Gambling Commission (2009), more than 1,500 million bets were placed in licensed betting shops in the UK in 2008 alone (equivalent to approximately 25 bets placed per head of population). The increase in the variety and visibility of betting can be attributed to both technological innovation, in particular online betting, and (in the UK) relaxation in regulation. The above growth in the betting industry has been...

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