|ATE’s first Multi-platform Gambling Forum closed in London last week, and the tone and content of the presentations clearly showed that gambling is “moving quickly across platforms”, and ready to be exploited by the right partnership of content and delivery expertise. |
iGaming is currently the largest growth area in terms of profitability, with a price to earning ratio as high as 30, nearly twice as high as land based gambling. It is, however, iTV operators such as Sky who have the large advantage of trust that gambling operators currently do not always enjoy. It is clear that a brand is now and will continue to be a major advantage and we are likely to see some surprising non-gaming industry players leveraging their brand in the marketplace soon.
In terms of future potential, other areas such as the softer side of gaming will also become strong players. Rick Alvarez CEO of Inspired Broadcast Networks pointed out the potential of Bingo due to its reach: “Bingo operators are actually in terms of audience some of the largest broadcasters in the country”, he stressed.
And then there is mobile. Ben Hirsch, Head of Third Party Services for Orange, told the conference that the new act had made the UK an easier place to do business for mobile operators and that ”gambertainment” was on the way.
According to Hirsch mobile is at the centre of the converged gambling world. “Mobile gambling is where the internet was in 1996/1997, waiting for the right industry collaborations to emerge to make it easier for the consumer.”