The company, which already provides competitive intelligence services to major operators, is preparing a new tool to map physical venues, brand concentration and territorial pressure.
In the online ecosystem, the industry measures every click, impression, promotion and competitive move. However, in the land-based business, the territorial battle for market share has long been a major analytical blind spot. Gmonitor aims to change that reality with a tool capable of mapping physical venues, detecting operator concentrations and revealing areas of direct brand competition.
As an advance of the technology’s potential, Gmonitor has analysed more than 8,600 physical establishments in the United Kingdom. The study reveals a reality often overlooked in traditional analysis: true competition is not only measured by the number of venues, but by their exact street position, proximity to other operators and commercial pressure within very small geographic areas.
One of the most striking findings is the so-called “250-metre congestion”. According to the mapping, Betfred and Ladbrokes/Coral are in intense territorial competition, with more than 600 venues located within 250 metres of each other. This proximity highlights direct competition for customers in a highly constrained physical space, where every street, corner and footfall zone can significantly influence performance.
The analysis also points to what Gmonitor defines as the “pavement oligopoly”. Of nearly 9,000 points of sale analysed in the UK, just three brands account for more than 60% of the country’s physical footprint. This highlights the dominance of major operators in the land-based channel and opens new interpretations around saturation, expansion, cannibalisation and growth opportunities.
Gmonitor’s approach goes beyond counting how many venues a competitor operates. The strategic value lies in knowing where those venues are located, which operators compete in the same area, which markets are under the most pressure and where real opportunities exist for expansion, repositioning or territorial defence decisions.
With this new platform, Gmonitor extends its competitive intelligence approach to land-based gaming, adding a physical layer of analysis that has traditionally been difficult to measure with precision. The tool will be launched soon with coverage across multiple markets.
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