Betting on sportsbooks and exchanges benefit from mobile and tablet trend, reaching $45bn by 2017
A new report from Juniper Research has found that online sportsbooks and betting exchanges have been among the leading beneficiaries of the consumer smartphone and tablet boom. By Windsor Holden.
By Windsor Holden
The report found that more than $13bn in bets – including more than $3bn in the UK – were placed via mobile devices worldwide in 2011, a figure expected to reach $45bn by 2017.
The report, ‘Mobile Gambling: Casinos, Lotteries & Betting 2012-2017’, notes that last year saw most leading sportsbooks experience a dramatic increase in the volume of bets from European (primarily UK) customers.
Companies such as Ladbrokes, William Hill and Paddy Power are all seeing 40% or more of online sportsbook customers placing bets via a mobile or a tablet, with the result that those devices already account for around 20% of bets placed.
Mobile to become customer acquisition tool
While the mobile was currently viewed as a device for customer retention, the report suggested that operator strategies should increasingly view mobile as a means of customer acquisition. It cited feedback from bookmakers expecting mobile devices to comprise more than 40% of bets within two years, while also highlighting the surge in “solus” – mobile only – sportsbook customers. Furthermore, although in-play betting will be one of the key drivers for mobile betting, the report noted that network coverage will continue to be a constraint on adoption of such services from in-stadia customers.
Other key findings from the report include:
• While most sportsbooks are moving towards browser-based applications for betting, native apps remain a key mechanism for service discovery.
• Adoption of casino-type mobile gambling is expected to accelerate rapidly in the US in the wake of last year’s landmark Department of Justice ruling which effectively reopened that market for remote gamblers.
• Wagers via mobile devices across all forms of gambling are expected to reach $100bn by 2017.
The ‘Mobile Betting – Game On!’ whitepaper is available to download from the Juniper website together with further details of the full report. •
About the author
Dr Windsor Holden is the author of the report, working at Juniper Research, which provides research and analytical services to the global hi-tech communications sector, providing consultancy, analyst reports and industry commentary.