The Global Business of Online Sports Betting: A Market Assessment and Outlook
IGamingBusiness, January 2011, Pages: 525
Sports betting has remained a popular pastime of sports fans everywhere, even despite the prolonged recent economic downturn. Not only are more people able to wager on sports through the internet than ever before, but the amount of information available freely online increases the chances of making bets strategically in a way that has never been possible previously. The internet teems with sports information services, sports betting guides, score lines, and fixture lists that are in the public domain. Furthermore, blogs, chats and forums have proliferated that are devoted to sports, offering sports betting predictions and tips and even odds comparison tools. It means that all the information necessary for well-informed betting decisions is at the reach of players' hands.
It is no surprise therefore that betting on sporting events appeals greatly to consumers and is therefore a product that is in high demand. With experienced and knowledgeable online gambling operators constructing suitable markets, responding to sports-based information and consumer investments, this can prove to be a profitable product, albeit within tight margins.
‘Online Sports Betting: A Market Assessment and Outlook' reveals that both personalisation and localisation of services are now high on the agenda of many gaming operators. Understanding the demographics and motivations of sports bettors can greatly enhance the effectiveness of product development strategies and customer retention initiatives. Furthermore, brands from other media or industries are increasingly being leveraged to appeal to these types of customers effectively.
In terms of new technology, the ‘anytime, anyplace, anywhere' convenient culture of mobile phones, combined with their status as a trusted device makes them ideally placed for offering betting services to customers. Betting companies are indeed getting in on the act by increasingly offering mobile websites and smartphone applications.
In essence, each online sportsbook operator is looking to participate in a sector becoming more socially acceptable and entertainment-based, benefiting from a liberalised regulatory structure in some markets, and enjoying growth across many key demographics including those that have been hard to reach through other types of gaming such as women. Add to that the growth in social media, smartphone apps and microtransactions and times that by the growing number of people globally with broadband connections and wireless access, the future certainly looks rosy for online sportsbooks.
‘Online Sports Betting: A Market Assessment and Outlook' examines the main issues surrounding the growing online sportsbook industry including betting market overviews by region; areas of opportunity; factors affecting growth in the industry; the mobile revolution and how it is affecting sports betting offerings; marketing strategies of online sportsbooks; regulatory issues and demographics of players.
It provides case studies of the major online sportsbook operators and suppliers and analyses them to determine their business models and revenue streams as well as who the winners and losers will be.
*This Report is delivered as Non-Printable*
About the Author
Acknowledgements
Executive Summary
Chapter 1: Introduction
1.1 History of Betting xx
1.1.1 Ancient Beginnings
1.1.2 UK Betting History
1.1.3 US Betting History
1.1.4 Famous Betting Scandals Globally
1.2 Growth Factors
1.3 Sports Betting and Technology
1.4 Online Sports Betting
1.4.1 Overview
1.4.2 Competition for Conventional Bookmakers
1.4.3 The Online Sportsbook Industry
1.4.3.1 Consumer-facing Operators
1.4.3.2 B2B Suppliers
1.4.4 Setting up an Online Sportsbook
1.4.4.1 Offshore Gaming Jurisdictions
1.4.4.2 Networks and Liquidity
1.5 Opening an Online Sports Betting Account
1.5.1 Introduction
1.5.2 Placing a Bet Online
1.6 Main Types of Betting
1.6.1 Parimutuel betting
1.6.2 Fixed odds betting
1.6.3 Spread Betting
1.6.4 Betting Exchanges (Peer-to-Peer Betting)
1.6.5 Asian Handicap Betting
1.6.6 Head-to-Head Betting
1.6.7 Live/In-Play Betting
1.6.8 Sports Betting Funds
1.7 Odds
1.8 Betting and the 2010 FIFA World Cup
1.9 Fantasy Sports
1.9.1 Case Study: Fantasy Sports Ventures (FSV)
1.9.2 Comment: STATS Inc
1.10 Demographic Profile of International Internet Gamblers
1.10.1 Motivations for Gambling on the Internet
Chapter 2: Customer Acquisition and Retention
2.1 Introduction
2.2 Attracting New Customers
2.2.1 Brand Power
2.2.2 Standing Out From the Crowd
2.2.3 Building Trust
2.2.4 Offers, Bonuses and Promotions
2.2.5 Offering Choice
2.2.6 Non-Betting Side Games and Cross Promotion
2.2.7 Betting Offerings in Social Media
2.2.8 Offering a Multichannel Experience
2.2.9 Multiple Languages and Localisation
2.2.10 Multiple Payment Options and Currencies
2.3 Retaining Customers
2.3.1 Loyalty Schemes
2.3.2 Customer Service
2.4 Best Practice Marketing Strategies
2.4.1 Search Engine Optimisation (SEO)
2.4.2 Advertising
2.4.3 Affiliate Marketing
2.5 Sponsorship by Gaming Operators
2.5.1 Introduction
2.5.2 Betting and Football Sponsorships
2.5.3 Betting and Non-Football Sponsorships
2.5.4 Betting Brand Ambassadors
Chapter 3: Mobile Betting
3.1 Introduction
3.2 The Mobile Explosion
3.3 Monetising Mobile
3.4 Mobile Gaming
3.5 Mobile Gaming Opportunities
3.6 Mobile Betting
3.6.1 Smartphones
3.6.2 Betting Apps
Chapter 4: Online Sports Betting Market Overviews – Western and Northern Europe
4.1 Introduction
4.1.1 Pan-European Regulation
4.2 Country Overviews – Market Characteristics, Demographics and Regulation
4.2.1 Belgium
4.2.2 Denmark
4.2.3 Finland
4.2.4 France
4.2.5 Germany
4.2.6 Italy
4.2.7 The Netherlands
4.2.8 Norway
4.2.9 Spain
4.2.10 Sweden
4.2.11 UK
Chapter 5: Online Sports Betting Market Overviews – Central, Eastern and Southern Europe
5.1 Introduction
5.2 Country Overviews – Market Characteristics, Demographics and Regulation
5.2.1 Greece
5.2.2 Hungary
5.2.3 Poland
5.2.4 Romania
5.2.5 Russia
5.2.6 Slovenia
5.2.7 Turkey
Chapter 6: Online Sports Betting Market Overviews - North America
6.1 Introduction
6.2 Country Overviews – Market Characteristics, Demographics and Regulation
6.2.1 Canada
6.2.2 Mexico
6.2.3 US
Chapter 7: Online Sports Betting Market Overviews - Latin America
7.1 Introduction
7.2 Country Overviews – Market Characteristics, Demographics and Regulation
7.2.1 Argentina
7.2.2 Brazil
7.2.3 Chile
7.2.4 Panama
Chapter 8: Online Sports Betting Market Overviews - Asia-Pacific
8.1 Introduction
8.2 Country Overviews – Market Characteristics, Demographics and Regulation
8.2.1 Australia
8.2.2 China
8.2.3 India
8.2.4 Japan
8.2.5 South Korea
Chapter 9: Online Sports Betting Market Overviews - Africa
9.1 Introduction
9.2 Country Overviews – Market Characteristics, Demographics and Regulation
9.2.1 Egypt
9.2.2 Morocco
9.2.3 South Africa
9.2.4 Tanzania
9.2.5 Tunisia
Chapter 10: Sports Betting Data and Software Suppliers
10.1 Sports Betting Data Suppliers
10.1.1 Enetpulse
10.1.2 Opta Sportsdata
10.1.3 Sportradar
10.2 Sports Betting Software Suppliers
10.2.1 Finsoft
10.2.2 OpenBet
Chapter 11 – Online Sportsbook Operators
11.1 Bodog
11.2 Bwin
11.3 Ladbrokes
11.4 William Hill
Chapter 12 - Exchange Betting Operators
12.1 Betdaq
12.2 Betfair
Chapter 13: Outlook for Online Sports Betting
13.1 Introduction
13.2 Barriers to Growth for Online Sportsbooks
13.2.1 Global Recession
13.2.2 Broadband Growth
13.2.3 Legislation and Regulation
13.2.4 Payment Crackdowns
13.3 What is Next for Online Sportsbooks?
13.3.1 Consolidation
13.3.2 More Non-Traditional Gambling Brands Entering the Market
13.3.3 More Land-based Gaming Brands Entering the Market
13.3.4 More Targeting of Growth Markets
13.3.5 More Cross-selling of Products
13.3.6 Greater Efforts to Hold Onto Existing Players
13.3.7 More Innovation/Production of Offerings and Formats
13.3.7.1 Live Betting
13.3.7.2 Video
13.3.7.3 Web-based Applications
13.3.7.4 Animated Side Games
13.3.7.5 Mobile Betting and Smartphone Apps
13.3.8 More Sports and Types of Bets
13.3.9 More Localisation
13.3.10 Better Security
13.3.11 Increasing Use of Social Media
13.3.12 Increasing Relationship With Television
13.3.13 Increasing Use of Sponsorship
13.4 Industry Opinion: Creating a Winning Online Sportsbook
13.5 Winners and Losers in Online Sportsbooks
- Enetpulse
- Opta Sportsdata
- Sportradar
- Finsoft
- OpenBet
- Bodog
- Bwin
- Ladbrokes
- William Hill
- Betdaq
- Betfair
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