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Strengthened by bettors in the UK, mobile phone-based gambling is expected to reach $3.6 billion worldwide in 2009, according to a report from Juniper Research, writes MarketingCharts.
Total wagers placed on mobile phones will more than double this year, while user spend on mobile TV and mobile games will be adversely impacted by the global economic downturn.
"Gambling is essentially a recession-proof industry, as while there may be marginal reductions in the level of stakes amongst casual users, the overall appetite for gambling per se will be unaffected," said report author Windsor Holden.
"With the growing availability of betting services on-portal, the mobile is an increasingly convenient and user-friendly means of placing a bet."
The fifth edition of the study, "Mobile Gambling: Casinos, Lotteries and Betting," also reveals an overwhelming majority of leading European bookmakers now offer some form of betting service via mobile, with several having partnered with leading network operators.
Regulatory Issues Impede Mass Adoption
Regulatory restrictions remain a key impediment to mass adoption, even in countries where mobile betting services are permitted. The report recommends that national and state governments put in place a clear and transparent framework governing all forms of mobile gambling services for the benefit of both consumers and service providers.
Other findings:
- Mobile betting will account for 75% of all gambling on mobile handsets in 2008, with casino-type gambling the second-largest sector.
- The UK alone will account for more than 30% of bets placed in 2008, although this proportion will decline to just 8% by 2013 due to increased deployment of services elsewhere.
- Global gross win from mobile betting services is expected to exceed $1 billion annually by 2012.
A comScore survey found that mobile game use has surged as the recession drives users to pursue less costly recreational activities. (Marketers interested in tracking mobile gaming campaigns, in particular iPhone app-based ones, can read about AdMob's tracking software.)
The depressed economy was also linked to rising traffic for online dating sites. Ad spend in the sector has increased as a result.
About the research: Juniper Research assessed the current and future state of the mobile gambling market based on interviews, case studies and analysis from high-level representatives of organizations in the mobile gambling industry.
Image credit: Bah Humbug via Creative Commons. Views expressed in this article do not represent those of the photographer.
