Mobile Gambling: A Comprehensive Strategy & Market Review

2012 is likely to be recognised as the year mobile gambling finally came of age. For many years, the platform was heralded as the ‘next big thing' - the future of gambling. Yet, results have fallen way short of the ambitious projections of a few years ago.

In 2005, Jupiter Research forecasted that global mobile gambling services would generate revenues of more than $19.3 billion by 2009. Yet in 2010, Gartner analysts showed the 2009 revenue levels at $4.7 billion. In the past few years, Juniper Research has found that growth has been in-line with expectations, notwithstanding the economic downturn.

According to a February 2010 comScore MobiLens study smartphone subscribers are much more likely to play mobile casino games than subscribers of generic phones. The study revealed that 7.6% of smartphone subscribers but only 1.2% of generic mobile subscribers played mobile casino games within a three month time frame.

This report addresses the entire mobile marketplace, from the technological considerations to the market potential and will include case studies on the key suppliers and operators who are making their mark with this platform.

Mobile Gambling: A Comprehensive Strategy & Market Review takes a comprehensive review of the mobile space as it is today, and will have appeal to a wide range of operators and suppliers in the industry who are considering mobile, but in light of the disappointments of the past, need current information to make informed decisions about how best to proceed with their resources.

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About the Author
Acknowledgements
Executive Summary

Chapter 1 Past, Present and Future
Introduction
1.1 Market Size and Forecasts
1.2 Past Failures
i. Underperformance
ii. Device unsuitability
iii. Mobile network operators
iv. Download process and user experience
v. Execution-only gaming products
vi. Development difficulties and costs
vii. Security and trust issues
viii. User acceptance of mobile Internet
ix. Network infrastructure
1.3 Present Enabling Drivers and Trends
i. Smartphones
ii. In-running betting
iii. Consumer behaviour changes
iv. Media consumption – multi-screen experience
v. Mobile data packages
vi. Networks and Wi-Fi
1.4 Future Obstacles to Exponential Growth
i. Legislation
ii. Payment processing
iii. Networks

Chapter 2 Mobile vs Internet
2.1 Overview
2.2 Mobile-Only Operators
2.3 Customer Habits
2.4 Device Breakdown
2.5 Conversion
2.6 Demographic
i. Standalone Mobile Market
ii. Mobile and Mobile Gambler Behaviour
iii. Content Usage
iv. Multi-tasking
v. Multi-consumption on the Mobile Device
2.7 Considered Development
4 Mobile Gambling: A Comprehensive Strategy and Market Review
Contents
2.8 Facilitation of in-running Betting
2.9 Mobile Satisfaction

Chapter 3 Products
3.1 Sportsbetting
3.2 Exchange Betting
3.3 Casino/Games
3.4 Bingo
3.5 Poker
3.6 Lotteries

Chapter 4 Devices
4.1 Smartphone
i. Apple iPhone
ii. Android
4.2 Feature Phones
4.3 Tablets and the iPad
i. Amazon Tablet
ii. Google/Motorola

Chapter 5 Markets
5.1 Western Europe
5.2 Scandinavia
5.3 Eastern Europe
5.4 Asia
5.5 South America
5.6 Australia
5.7 South Africa
5.8 USA
5.9 Mobile Lottery
5.10 Nevada – Cantor Gaming
5.11 William Hill/American Wagering

Chapter 6 Technology
6.1 Native Vs HTML
6.2 HTML
6.3 Operating Systems
6.4 Mobile Networks
i. 1G/2G
ii. 3G
iii. 4G
iv. Wi-Fi

Chapter 7 Payment Processing
7.1 Issues and Shortcomings
7.2 Mobile Payment Functionality
7.3 App Vs HTML
7.4 PSMS
7.5 Mobile Billing
7.6 App Stores
7.7 Mobile Wallets
7.8 Voucher/Cash Payments
7.9 Credit/Debit Cards
7.10 Near Field Communications (NFC)
7.11 Payments Providers
i. Worldpay
ii. Paysafecard
iii. EntroPay
iv. Wirecard
v. Ukash

Chapter 8 Marketing
8.1 Overview
8.2 SMS Marketing
8.3 App Stores
i. App Store Submission Strategies
ii. Apps as Marketing Tools
8.4 Maximising a Mobile Optimised Website
8.5 QR Codes
8.6 Search Engine Optimisation
8.7 App Store Optimisation
8.8 Pay Per Click (PPC)
8.9 Affiliates
8.10 Tracking
8.11 Affiliate Case Study: Kyoogi
8.12 Social Marketing
8.13 Location-based Marketing
8.14 Display Advertising

Chapter 9 Suppliers
i. AliQuantum/Plus-Five Gaming
ii. Betconstruct
iii. Bet Tracker
iv. Cellectivity
v. Cozy Games
vi. EveryMatrix
vii. Fremantle Media
viii. IGT – Million-2-1
ix. Mfuse
6 Mobile Gambling: A Comprehensive Strategy and Market Review
Contents
x. Mkodo
xi. Mobenga
xii. Neogames Mobile
xiii. NextGen Gaming
xiv. Playtech
xv. Spin3
xvi. Viaden Mobile
xvii. Zukido

Chapter 10 Operators
i. 888
ii. Bet 365
iii. Betfair
iv. Betfred
v. Betsson
vi. bwin.party
vii. Centrebet
viii. Gala Coral
ix. IG Index
x. Intertops
xi. Ladbrokes
xii. mBet
xiii. mFortune
xiv. Netplay TV
xv. Paddy Power
xvi. Probability
xvii. Rank Interactive
xviii. Sky Bet
xix. Sportingbet
xx. Sporting Index
xxi. Stan James
xxii. Unibet
xxiii. Victor Chandler
xxiv. Virgin Games
xxv. William Hill
xxvi. Zynga

- 888
- AliQuantum/Plus-Five Gaming
- Amazon
- Bet 365
- Bet Tracker
- Betconstruct
- Betfair
- Betfred
- Betsson
- bwin.party
- Cellectivity
- Centrebet
- Cozy Games
- EntroPay
- EveryMatrix
- Fremantle Media
- Gala Coral
- Google
- Intertops
- Ladbrokes
- mBet
- mFortune
- Mfuse
- Mkodo
- Mobenga
- Motorola
- Neogames Mobile
- Netplay TV
- NextGen Gaming
- Paddy Power
- Paysafecard
- Playtech
- Probability
- Rank Interactive
- Sky Bet
- Spin3
- Sporting Index
- Sportingbet
- Stan James
- Ukash
- Unibet
- Viaden Mobile
- Victor Chandler
- Virgin Games
- William Hill
- Wirecard
- Worldpay
- Zukido
- Zynga

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