The Football Pools is a UK-based operator of offline and online gaming, themed around predicting football match outcomes. The Company has a long heritage dating back to 1923 when the first coupons were distributed to fans outside Manchester United’s Old Trafford ground. The current business was formed by the combination of Littlewoods Football Pools, Zetters Pools and Vernons Pools, re-branded under “The Football Pools” banner in 2008. The Company is headquartered in Liverpool, with c. 100 employees.
The UK gambling sector as a whole has a strong track record of growth, reaching £13.6 billion gross gambling yield in 2016 on 24% compound annual growth since 2014. Football, with 8% of the market, is the third most popular sector behind machines (56%) and horse racing (20%).
Due to its 90+ year old heritage, the Company has a loyal customer base engaged with its core product offering. OpCapita will work with the Company’s management team to address some significant operational upside opportunities through improved communication, a reinvigorated marketing effort, a differentiated product offering, expanding distribution channels and routes to market, and further developing the company’s digital capabilities.
Since our investment, we have undertaken to:
• Review promotional strategy and improve communication of the main game
• Increase the effectiveness of player management strategies
• Review and streamline the game portfolio
• Expand distribution through new and existing distribution channels
• Develop multi-channel strategy
Fund Investment Date: June 2017
Gross Win Revenue at Acquisition: £28.6 million
OpCapita Executives: David Hamid & Chris McDermott
Note – All figures as of acquisition date unless otherwise noted