Mobile gambling

From ArticleWorld


Mobile gambling refers to games of chance, skill games and other types of games played on remote devices such as cell phones and other wireless devices. A relatively new entry into the world of lotteries, gaming, gambling and sport betting, the mobile device is fast becoming a major player in the gaming industry. A report from Juniper Research, a highly respected analysis firm, which focuses on identifying and appraising high growth opportunities in the telecom and media sectors, stated:

Total revenues from mobile gambling (casinos, lotteries and betting) were $1.35 billion worldwide for 2006. Projected revenue by 2011 is conservatively forecasted to be: $16.6 billion.

At this point in time it is hard to make anything other than an educated guess due to the uncertainty of the gaming atmosphere in the United States.

Juniper Research reporter, Bruce Gibson, commented:

"Juniper Research published its last full report on mobile gambling in June 2006. (projections for 2011 were $23 billion.) Following the tightening of legal barriers to all forms of online gambling in the USA we decided to revisit our market forecasts as clearly the environment had changed. The new forecasts confirm that there is still great potential for mobile gambling services where legislation permits. However, we have certainly dramatically cut back forecasts for the development of the North American market."

Focus for most online gambling is turning the European market, or the fast growing Asian market. Gibson goes on to say, the downgrading of the forecasts for the North American market increases the focus on the key markets of Europe and Asia Pacific. These two markets are now expected to contribute over 80% of the value of bets placed through to 2011.

The key to success

In his report from the 3rd Mobile Gambling Summit, held January 22, 2007 in London, Gareth Wong, a prime innovator in the mobile gambling community, states the following issues that must be confronted to assure success.

  • Trust and confidence in brands.
  1. Mobile is best way to reach mass market.
  2. Mass market is brand conscious and loyal. IE. More trust with Telefonica, Vodaphone, O2, Orange or Movistar, than with say, ‘JackPotMobile.’
  3. Locate and be aware of mobile access such as Virgin Mobiles and Easymobile.
  • Mobile Gaming Formats
  1. Mostly product extensions of current online offerings.
  2. Bare in mind target audience and what they will do while mobile.
  3. Appropriate products for channel and target
  4. Maximize the use and capability of handsets
  • Ease of use
  1. Determine easy way for sign-ups (WAP, SMS, J2ME)
  2. Necessary KYC (know your customer) database on mobile
  3. Mobile deposit and withdrawal options
  4. Will there be a call center call back available?
  5. Have high-level security program
  • Distribution
  1. Acquire substantial user base
  2. What is the RoI (return on investment)
  3. Know the demographics of mobile gamblers
  4. Know best strategies for targeting demographic

The key to being successful in the ever-progressing mobile gambling industry depends on the strength of the company. Know the client’s needs, know the legalities within any jurisdiction, do mass media marketing and work along with others in the industry to provide a high quality product.