Online Sports Betting: A Market Assessment and Outlook (Second Edition)

Transcription

1 Brochure More information from Online Sports Betting: A Market Assessment and Outlook (Second Edition) Description: This report examines the main issues surrounding the growing digital sportsbook industry including betting market overviews, areas of opportunity, factors affecting growth, marketing strategies, regulatory issues, the growing role of smartphones, social and in-play betting. Globally, sport fulfils an important role in society - socially, economically and in terms of entertainment. Betting is a complementary and popular form of entertainment and in itself creates a heightened interest in sports events. It enhances the appeal of competitions particularly when in-play' or live betting is thrown into the mix. Key Features: - Global betting market overviews by region - Strategies into areas of opportunity: how you can expand and grow - Important factors affecting growth in the industry and how to avoid the pitfalls - Discover the marketing strategies of online and mobile sportsbooks - Regulatory issues and the growing role of smartphones and how it's affecting sports betting offerings - Social media and in-play betting As gambling is made more accessible and convenient, consumers may choose to allocate a greater portion of their discretionary income to this particular form of entertainment. Compared with other online gaming and gambling genres, the sportsbook is the most effective way to attract and retain customers, with a lower cost per customer acquisition, the longest life span and the best cross-selling potential. A large proportion of customers have been with online sportsbooks for more than two years and are still contributing significantly to their bottom lines, according to industry insiders. The online sportsbook industry has expanded considerably over the past few years with hundreds of sites now available for customers to choose from. Insiders expect the number of new entrants to slow down rapidly however in the next few years with each of the major online sportsbooks looking to diversify into foreign markets for growth. Contents: About the Author Acknowledgements Executive Summary Chapter 1: Introduction 1.1 Overview 1.2 Ancient Beginnings 1.3 UK Betting History 1.4 US Betting History 1.5 Growth Factors 1.6 Sports Betting and Technology 1.7 Digital Sports Betting Overview Competition for Conventional Bookmakers 1.8 The Online Sportsbook Industry Consumer-facing Online Sportsbook Operators B2B Suppliers 1.9 Setting up an Online Sportsbook Offshore Gaming Jurisdictions Networks and Liquidity Chapter 2: Main Types of Betting 2.1 Introduction 2.2 Main types of Bets Parimutuel betting Fixed odds betting

2 2.2.3 Spread Betting Betting Exchanges (Peer-to-Peer Betting) Asian Handicap Betting Head-to-Head Betting Live/In-Play/In-Running Betting Sports Betting Funds 2.3 Odds 2.4 Betting Activity During Major Events FIFA World Cup EURO London 2012 Olympic Games 2.5 Fantasy Sports Chapter 3: Betting and Connected Portable Devices 3.1 Introduction 3.2 The Mobile Explosion Phones and Connected Devices Are Getting Smarter App Downloads Increase 3.3 Monetising Mobile 3.4 Mobile Gaming 3.5 Mobile Betting Overview Betting Apps 3.6 Mobile Betting Case Studies Chapter 4: Customer Acquisition and Retention 4.1 Introduction 4.2 Attracting New Customers Brand Power Standing Out From the Crowd Building Trust Offers, Bonuses and Promotions Offering Choice Non-Betting Side Games and Cross Promotion Multiple Languages and Localisation Multiple Payment Options and Currencies 4.3 Retaining Customers Loyalty Schemes Customer Service 4.4 Affiliate Marketing Chapter 5: Working with Sports Properties 5.1 Introduction 5.2 Sponsorship and Bookmakers Sponsorship Case Studies 5.3 Bookmakers Buying Streaming Rights 5.4 Bookmakers Forming Special Alliances with Sports Properties 5.5 Illegal Betting Practices/Anti-Corruption Measures Chapter 6 Betting and Social Media 6.1 Introduction 6.2 Social Gaming Popularity Social Gaming Defined Monetising Social Games 6.3 Social Media and Betting 6.4 Using Social Media as Part of the Marketing Mix Case Study: Social Media and William Hill Case Study: Paddy Power and fanatix MyTipsters.com Betfair s #HandOfKell 6.5 Leading Gaming Brands on Social Media Chapter 7: Betting Market Overviews

3 7.1 North America 7.2 South America 7.3 Western and Northern Europe 7.4 Central, Eastern and Southern Europe 7.5 Asia-Pacific 7.6 Africa Chapter 8: Regulation 8.1 Introduction 8.2 Games of Skill Versus Games of Chance 8.3 Regulation Overviews by Major Online Gaming Market North America South America Pan-European Regulation Asia-Pacific Regulation Africa 8.4 RGA Technical Guidelines Chapter 9 Online Sportsbook Operators 9.1 Introduction Bwin.Party 9.4 Ladbrokes 9.5 Paddy Power 9.6 William Hill Chapter 10: Exchange Betting Operators 10.1 Introduction 10.2 Betdaq 10.3 Betfair Chapter 11: Sports Betting Data, Video and Software 11.1 Sports Betting Data and Video Suppliers Enetpulse Opta Sportsdata Perform Sportradar 11.2 Sports Betting Software Suppliers OpenBet Chapter 12: Outlook for Digital Sports Betting 12.1 Introduction 12.2 Barriers to Growth for Online Sportsbooks Global Recession Broadband and Smartphone Growth Legislation and Regulation 12.3 What is Next for Digital Sportsbooks? Consolidation More Non-Traditional Gambling Brands Entering the Market More Deals in the US as the Market Plays Wait and See More Targeting of Growth Markets Continued Cross-selling of Products Greater Efforts to Hold Onto Existing Players More Live Betting More Video on Betting Sites Mobile Betting Will Continue to Get Smarter More Sports and Types of Bets More Localisation Better Security Increasing Use of Social Media More Relationships Between Betting Companies and Rights Owners Investment in Better Systems and Platforms 12.4 Industry Opinion: Creating a Winning Online Sportsbook

4 12.5 Winners and Losers in Online Sportsbooks Winners Losers Appendix Opening an Online Sports Betting Account Introduction Placing a Bet Online Appendix All Online Sportsbooks and Racebooks Globally Ranked By Popularity, Glossary Gaming Terms Key Performance Indicators And Operating Terms Financial Terms 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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