Case Study: Association of British Bookmakers achieves independent market insight with CACI

Market Understanding And Consultancy For Complex Sectors

Association of British Bookmakers asked CACI Limited to provide an independent market review of the bookmaking industry after media criticism raised questions about whether betting shops were intentionally concentrated in more deprived areas. The challenge was to analyse the market objectively and assess the location strategy of bookmakers across the UK, using CACI’s retail and geodemographic insight capabilities.

CACI Limited delivered a national review using Retail Footprint, local catchment models and Acorn segmentation, combined with gambling expenditure, market potential and demographic data. The work produced a detailed report benchmarking bookmaker growth against other retailers and gave the Association of British Bookmakers an independent evidence base for strategic decisions and external communications, helping counter simplistic claims about site selection.

Association of British Bookmakers

Dirk Vennix

Chief Executive