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Mobile Betting: The Opportunity for Mobile Operators

The remote gambling market, i.e. gambling via the Internet, has seen huge growth over the past ten years, and using a mobile phone to place bets and access other gambling services has been viewed as the next big growth area in this 'remote' market. However, with the exception of lotteries and bingo, gambling games and sports betting are often marketed along with other 'adult' services and are the subject of much moral panic in many countries. This means that gambling is not only subject to rigorous regulation, but often also to a type of regulation that has yet to catch up with the always-on electronic global markets-without-boundaries that are a major feature of the Internet. MNOs that seek to enter the remote gambling market are therefore exposing themselves to unpredictable risk in areas where there is likely to be legislation enacted and imposed that will almost certainly be aimed at restricting the market.

This report examines the regulatory regime for remote gambling in major markets, and examples of gambling services already offered via mobile in the sports betting market. It also looks at some services, such as bet-in-play or broadcasts via mobile TV, that can help to promote mobile betting and stimulate development of this market. Finally it draws the conclusion that the mobile phone can be used as a "Trojan Horse" to bring betting services to a wider market and makes recommendations to Mobile Operators to help them establish themselves in the remote betting market without losing their positive brand image.

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Table of Contents


1
OVERVIEW
1
2
INTRODUCTION
2
2.1
Background
2
2.2
Definitions
2
2.3
Report Content
3
2.4
Exchange Rates
3
3
THE MARKET ENVIRONMENT
4
3.1
Overview
4
3.2
The Gambling Environment
5
3.2.1
Advertising and Marketing of Sports Betting Services
5
3.3
The Mobile Environment
6
3.3.1
The Mobile Operators
6
3.3.2
Technical Considerations
7
3.3.3
Mobile TV
8
3.3.4
Handsets
9
3.3.5
Billing & Payments
10
3.3.5.1
Ukash
12
3.3.6
Social Responsibility
13
3.3.6.1
Age Verification
13
3.3.6.2
Problem Gambling
14
4
THE REGULATORY ENVIRONMENT FOR GAMBLING SERVICES
15
4.1
Overview
15
4.2
United States
16
4.3
Europe
18
4.3.1
The United Kingdom
20
4.3.1.1
Taxation
20
4.3.2
France
21
4.3.3
Germany
21
4.4
Asia-Pacific
21
4.4.1
China
21
4.4.2
Japan
22
5
PRODUCTS & SERVICES
23
5.1
Overview
23
5.2
Ladbrokes
23
5.2.1
Top Level View
23
5.2.2
Remote Gambling Timeline
23
5.2.3
Mobile Gambling Products and Services
24
5.2.4
Account Management
26
5.3
Cellectivity/Bet2Go
26
5.3.1
Top Level View
26
5.3.2
Products and Services
27
5.3.2.1
T-Mobile
28
5.3.2.2
O2 UK
28
5.4
Betfair
30
5.4.1
Top Level View
30
5.4.2
Products and Services
30
5.5
PMU Mobile
31
5.5.1
Top Level View
31
5.5.2
Products and Services
31
5.6
Hong Kong Jockey Club
32
5.6.1
Top Level View
32
5.6.2
Mobile Products and Services
32
5.7
Sona
34
5.7.1
Top Level View
34
5.7.2
Products and Services
35
5.8
Mfuse
36
5.8.1
Top Level View
36
5.8.2
Mobile Products and Services
36
5.8.3
Customers
37
5.8.3.1
Paddy Power
37
5.9
Orbis Technology
37
5.9.1
Top Level View
37
5.9.2
Mobile Products and Services
37
5.9.3
Customers
38
5.10
Interactive Systems Worldwide
38
5.11
Stan James
38
5.12
Racing UK
39
5.12.1
Top Level View
39
5.12.2
Vodafone
39
5.12.3
3 Ireland
40
6
CONCLUSIONS
41
7
RECOMMENDATIONS
43