What Are The Odds?

What Are The Odds?

E-gambling is one of the big success stories of e-commerce and e-marketing. In the UK between 2009 and 2010, 4% of adults had bet online.  Between April 2010 and March 2011, online gambling regulated by the UK Gambling Commission yielded £660 million, a 5% increase from the previous year.  Many Britons (mainly male) consider online gambling as part of their day-to-day surfing behaviour, with punters spending time on sports betting, national lottery or casino sites. This trend has put gambling sites in the top ten of regularly viewed sites.

Mobile Gaining Ground 

Mobile phone gambling is the newest form of this explosion of interest. It’s  convenient because customers can place a bet from anywhere in the world and keep tabs on odds as they travel.  A Juniper research report reveals that by 2009, mobile gambling will produce more than £19 billion in revenue - and this is a conservative estimate. Customers can take advantage of the Java-enabled graphics, the 3G network, and -colour screens on their phones and pay through their monthly mobile phone bill. 

The potential market is huge, both for lottery players and for sports betting. The market for mobile casino betting is thought to be more limited in its appeal because of its stronger regulatory environment. 

The Legal Implications 

The impact of gaming regulations on this market is questionable.  The technology is advancing at a faster rate than the legislation and law-makers are playing catch-up to ensure that adequate checks on credit and age prevent underage players being lured into illegal gambling. The difficulty is the ubiquitous nature of mobile phones - almost everyone has a mobile these days, and many children from an early age. As a consequence there are legitimate concerns about the availability of mobile gambling, which makes impulse-driven bets easy to place.  Guidelines for operators have been drawn up suggesting methods of policing include advising parents to keep an eye on mobile phone bills and enforcing number blocks. 

The Future's Bright 

The odds look good for e-gambling and with mobile an even more profitable outlet than online, it looks like it's up to the service providers to seize this growing opportunity. 

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