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Casual Gaming and Gambling on the Internet - Skill, Gaming, Online Bingo and Others
MECN GmbH, July 2006
1 EXECUTIVE SUMMARY
2 AN INTRODUCTION TO CASUAL GAMING AND GAMBLING
2.1 The next promising trend in gambling and gaming?
2.2 Casual gaming as the new darling of investors
2.3 Liquidity and number of gamers - The key to success
3 SKILL GAMING
3.1 What are games of skill?
3.2 Current skill gaming market size
3.3 Some examples of popular skill games
3.4 Regional differences in skill gaming
4 ONLINE BINGO
4.1 Bingo - the most relevant casual gambling offer
4.2 Current market size
5 OTHER RELEVANT CASUAL GAMING OFFERS
5.1 Fantasy sports
5.2 Mahjong - casual gaming goes Asia
6 THE CASUAL GAMER
6.1 Number of casual gamers
6.2 General demographics of casual gamers
6.3 Casual gaming as the “Trojan horse” for casino, poker, and other forms of gambling
7 THE BUSINESS MODEL UNDERLYING CASUAL GAMING
7.1 The main revenue sources
7.2 Major cost elements
8 LEGAL ASPECTS - STILL SOMEWHAT AMBIGUOUS
8.1 United States
8.2 Europe
8.3 Asia Pacific / Australia
9 OVERVIEW AND EVALUATION OF CASUAL GAMING AND GAMBLING OFFERS
9.1 Elements/characteristics of successful casual gaming sites
9.2 Overview and evaluation of skill gaming sites
9.3 Overview and evaluation of online bingo sites
9.4 Overview and evaluation of fantasy sports offers
10 FUTURE DEVELOPMENT OF THE CASUAL GAMING AND GAMBLING MARKET
10.1 Growth estimates
10.2 Future growth drivers
11 RECOMMENDATIONS - WHAT SHOULD BE DONE?
11.1 Recommendations for casual gaming and gambling operators
11.2 Recommendations for state lotteries, media companies, and technology providers
12 DETAILED ANALYSIS OF TOP CASUAL GAMING AND GAMBLING SITES
12.1 Bingo.com
12.2 Dynasty Gaming
12.3 Flipside Network
12.4 GameAccount
12.5 GameDuell
12.6 IWin
12.7 King / Midasplayer
12.8 Miniclip
12.9 PartyBingo
12.10 Pogo
12.11 SkillJam / Fun Technologies
12.12 WorldWinner / Fun Technologies
13 SOFTWARE PROVIDERS AND LICENSEES FOR THE CASUAL GAMING MARKET
13.1 Fun Technologies
13.2 GameAccount 6
13.3 Greentube
13.4 Parlay Entertainment
14 METHODOLOGY
Exhibits
Exhibit 1: Core sectors of the online casual gaming and gambling market
Exhibit 2: Overview of some recent mergers and acquisitions in casual gaming
Exhibit 3: Player lifetime in casual gaming
Exhibit 4: Analysis of matching and ranking systems of prominent skill gaming sites
Exhibit 5: Current worldwide market size of skill gaming
Exhibit 6: Games played per year for leading skill gaming operators
Exhibit 7: Example of online backgammon
Exhibit 8: Example of online solitaire
Exhibit 9: Example of Pyramid
Exhibit 10: Example of Miner
Exhibit 11: Example of Zuma
Exhibit 12: Most popular skill games per region
Exhibit 13: Example of 75-ball bingo
Exhibit 14: Example of 90-ball bingo
Exhibit 15: Number of US-targeted, multiplayer pay-to-play bingo sites on the Internet over the last six years
Exhibit 16: Current worldwide market size of online bingo
Exhibit 17: Examples of fantasy league sites
Exhibit 18: Example of online version of mahjong
Exhibit 19: Number of current regular skill gaming and online bingo players (playing for cash) -
Exhibit 20: Average age of online casual gamers
Exhibit 21: Gender distribution in casual gaming today and in 2010
Exhibit 22: Average conversion rate from free to cash players
Exhibit 23: Motivations for casual gamers
Exhibit 24: Registered users of leading skill gaming operators
Exhibit 25: Conversion rate from skill gaming and online bingo to gambling (casino, poker, betting)
Exhibit 26: Conversion rate from gambling (casino, poker, betting) to skill gaming and online bingo
Exhibit 27: Average revenue structure in casual gaming
Exhibit 28: Example of matches offered and the associated fees and prizes
Exhibit 29: Commission fee schemes of skill gaming operators
Exhibit 30: Commission/rake structure of PartyGammon
Exhibit 31: “Correlation” of commission in regards to total entry fees
Exhibit 32: Overview of partnerships of top skill gaming operators
Exhibit 33: Example of subscription model
Exhibit 34: Advertising at casual gaming sites
Exhibit 35: Paid services/content of operators of fantasy sports
Exhibit 36: Annual revenue per user (ARPU) in skill gaming and online bingo
Exhibit 37: Average cost structure in casual gaming
Exhibit 38: Cost structure of skill gaming segment of Fun Technologies (SkillJam)
Exhibit 39: Cost per acquisition in skill gaming and online bingo
Exhibit 40: Best marketing channels for targeting casual gamers
Exhibit 41: Most important elements/characteristics of successful casual gaming sites
Exhibit 42: Traffic ranking of relevant skill gaming sites
Exhibit 43: Evaluation of relevant skill gaming sites
Exhibit 44: Traffic ranking of relevant online bingo sites
Exhibit 45: Evaluation of online bingo sites
Exhibit 46: Evaluation of relevant fantasy sports offers
Exhibit 47: Market size of skill gaming worldwide in 2010
Exhibit 48: Market size of online bingo worldwide in 2010
Exhibit 49: Drivers of casual gaming’s future development
Exhibit 50: Relevant geographical regions for casual gaming in the future
Exhibit 51: Examples of casual gambling offers of reputed state lotteries
Exhibit 52: Industry sectors of survey participants
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