The Global Business of Online Casino - Outlook, Forecasts and Analysis

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1 Brochure More information from The Global Business of Online Casino - Outlook, Forecasts and Analysis Description: Introduction Online casinos were among the first online gaming sites to appear on the internet when they launched in the mid-1990s thanks to the pioneering efforts of software companies such as Microgaming and CryptoLogic (see Case Studies, Chapter 11). Online poker followed in 1998 and by 2004 the online gaming market was estimated as having revenues of approximately $8bn. During the course of the past decade, the online casino market has grown out of all recognition, maintaining its position as the leading online gaming genre. At the time of writing, there were 774 online casinos listed by Casino City Online (a site that tracks gaming sites), comprising 33% of the market for online games in terms of numbers of sites, compared with 34% two years previously. Poker makes up 22% of the market (28%: 2008) followed by sportsbooks at 18% (18%: 2008) and bingo at 16% (14%: 2008). Each online casino operator is looking to participate in a sector becoming more socially acceptable, benefiting from a liberalised regulatory structure in some markets, and enjoying very substantial growth across many key demographics including those that have been hard to reach through other types of gaming or betting such as women. Over recent years, the online casino companies have embraced the capabilities of the internet, whether in terms of techniques for attracting new players, developing highly liquid playing networks, or delivering ever more feature-rich games and enhanced player experience. About The Report This report examines the main issues surrounding the growing online casino industry including game and market overviews; areas of opportunity; factors affecting growth in the industry; marketing strategies of online casino companies, regulatory issues and demographics of players. It provides case studies of the major online casino software companies and operators analyses them to determine their business models and revenue streams as well as who the winners and losers will be. Who should buy this report? The report is aimed at professionals within the igaming industry such as online operators, affiliates, technology companies, payment providers, software companies, jurisdictions, land based operators, bookmakers, lawyers, consultants and investors, as well as at sports properties that might be considering sponsorship from a skill gaming operator. This Report is delivered as Non-Printable * For Printable PDF and Hard Copy options please click on Enquire before Buying * Contents: About the Author Acknowledgements Executive Summary 1 Introduction 1.1 Overview 1.2 History of Online Casinos 1.3 Economic Downturn 1.4 Current Market Position 1.5 Industry Structure Consumer-facing Operators B2B Suppliers 1.6 Online Casino Game Types 1.7 Demographics of Casino Gamers

2 1.7.1 Demographics of Casual Gamers 1.8 Games of Skill Versus Games of Chance 2 Business Models and Platforms 2.1 How Online Casino Gaming Works Getting Started Opening an Online Casino Account Cashing Out Average Payouts Limited Payouts Formats of Online Casino Games Single-player games Multiplayer games/tournaments 2.2 Operating an Online Casino Site Networks and Liquidity Standalone Model Licensing Model Network Model Costs in Setting Up An Online Casino 2.3 Online Casino Revenue Streams Fees/Rakes/Charges The Online Casino's 'House Edge' Accessories/Micropayments 2.4 Platforms Broadband Mobile Mobile Gaming Television Gaming Channel Economics 3 Customer Acquisition and Retention 3.1 Introduction 3.2 Attracting New Customers Brand Power Building Trust Offers and Promotions Bonuses Playthrough Progressive Jackpots Types of Games, Side Games and Cross Promotion Case Study: Gaming and Social Media Celebrity Endorsements Multiple Languages and Localisation Multiple Payment Options and Currencies 3.3 Retaining Customers Standing Out From the Crowd Loyalty Schemes Customer Service Case Study: 888 and Customer Service 3.4 Best Practice Marketing Strategies Search Engine Optimisation (SEO) Advertising Marketing Social Media Affiliate Marketing 3.5 Sponsorship by Gaming Operators Case Study: Bwin and Real Madrid Case Study: BetClic and Juventus Case Study: Burnley and Fun Case Study: 32 Red and Swansea Case Study: PokerStars and the Rugby Football Union Case Study: Paddy Power and The Roman Catholic Church 4 R egulation and Online Casinos 4.1 Introduction 4.2 Skill or Chance?

3 4.3 Regulations by Region Europe and Eastern Europe Latin America North America Asia-Pacific Africa 4.4 Offshore Gaming Jurisdictions 4.5 Q&A: Tom Lippiett, associate, Berwin Leighton Paisner 5 Card-based Casino Games 5.1 History of Card Games 5.2 Baccarat Overview/History Rules Digital Penetration/Popularity Events 5.3 Blackjack Overview/History Rules Digital Penetration/Popularity Events Television 6 D ice-based Casino Games 6.1 History of Dice Games 6.2 Craps Overview/History Rules Digital Penetration/Popularity Events 7 Wheel-based Casino Games 7.1 History of Wheel-based Games 7.2 Roulette Overview/History Rules Digital Penetration/Popularity Television 8 Slots-based Casino Games 8.1 History of Slot-Based Games 8.2 Online Slots Overview/History Rules Digital Penetration/Popularity Events 9 Video-based Casino Games 9.1 History of Video-based Games 9.2 Video Poker Overview/History Rules Digital Penetration/Popularity Events 10 Virtual Reality-based Casino Games 10.1 History of Virtual Reality-based Games 10.2 Virtual Horseracing Overview/History Digital Penetration/Popularity 11 Case Studies 11.1 Introduction

4 11.2 Software Companies Chartwell Technologies CryptoLogic Microgaming Playtech 11.3 Betting/Gaming Companies Holdings Bodog PartyGaming William Hill 12 Outlook and Forecasts 12.1 Introduction 12.2 Barriers to Growth for Online Casinos Global Recession Broadband Growth Legislation and Regulation Payment Crackdowns Competition From Other Forms Of Gaming 12.3 Routes to Market 12.4 What is Next for Online Casino? Consolidation More Non-Traditional Gambling Brands Entering the Market More Land-based Gaming Brands Entering the Market Targeting Growth Markets More Cross-selling of Products Reaching Non-Traditional Online Gamers Holding Onto to Existing Players More Innovation/Production of New Games and Formats Zero House Edge Live Dealers Virtual Reality/3D Casinos More Localisation Better Security Increased Use of Social Networking Continued Roll Out of Mobile Casino Increasing Use of Television and Sponsorship 12.5 Forecasts for Online Casino Forecast Assumptions Online Casino Gross Gaming Yield Forecasts 12.6 Winners and Losers in Online Casino Winners Losers Appendix 1: Example Playthrough/Payout Requirements Appendix 2: Broadband Market Overviews Appendix 3: Top Online Casinos by Acceptance From Major Markets (Ranked by Popularity, June 2010) Ordering: Order Online - Order by Fax - using the form below Order by Post - print the order form below and send to Research and Markets, Guinness Centre, Taylors Lane, Dublin 8, Ireland.

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