|'The internet is just the first step. The majority of betting in the future will be sportsbetting through interactive TV or over mobile phones,' said Iain Wilkie, hospitality and leisure partner at consultant Ernst & Young. |
According to analysts at the research firm Sportbusiness.com, by 2015 more than 80 per cent of the revenue accrued by online gambling, and gambling through interactive TV, will come from sports betting. And the clever investor and company will figure out that what counts is where you are doing business.
Orange was first out of the stalls in the race to launch a mobile phone betting service in time for the Grand National.
The mobile phone network teamed up with online betting operator UK Betting to allow customers with Wap handsets to place bets over the phone and view the latest odds.
A football service will be launched in time for the World Cup this summer.
'Mobile betting is going to bring gambling to a totally new audience, as well as provide a new exciting platform to existing keen punters,' said Eric Semel, the chief executive of UK Betting.
'We want sports fans to be able to access our content and betting services with as much ease as possible anytime, anywhere.'
UK Betting last year acquired the Sportal website and Trinity Mirror and the Press Association's Sportinglife.com and Totallbet.com, with a plan to create a single sports network with online gambling a major feature.