ONLINE GAMING MARKET REPORT
environment that many operators are looking to target. Aside from the games that we have created which have mass global appeal, we have also embraced the Latin American culture by designing games on behalf of operators that will assist with acquiring players from this region. The differences between our games and others in the market reflect that it’s not just a difference in language that should be considered but also the actual game play, mathematics, graphics and background sounds/music.” Live Casino is another area of business experts
believe will continue to develop in the coming year. Ales Gornjec, ComTrade’s Director of Gaming, is one such believer: “The Live Casino sector will continue to grow with more live feeds from licensed land-based casinos, as they offer a unique playing atmosphere, authenticity and credibility. This will especially be the case in jurisdictions where a land-based license is a precondition to launching online. Online operators will thus be able to offer live games where online players are able to play together with players on a real live casino floor.”
“A growing number of us will move away from the traditional experience of sitting down at a desk in front of a PC.” – Mike Hebden, Microgaming
Dominic Mansour, GTECH G2 Dominic Mansour, VP of Products for GTECH G2
suggest: “We will potentially see a merging of land- based casinos and online casinos, with linked jackpots and identical games. Subject to regulation, there will potentially be a huge move towards the US. Within the next 12 months everyone will be discussing it and all US casinos will be looking into the free play model.”
MOBILE
Another area very much in everyone’s sights for the coming 12 months is mobile. Betware’s Chief Marketing Officer: “Recent studies show that mobile users should exceed desktop Internet users as soon as 2012, which will see further expansion within the mobile entertainment market, an industry which has been strongly driven by the growing penetration of Smartphones.” “Mobile has helped to shape the igaming industry’s
“now” generation – players that want immediate access to lotto, casino and sports betting games no matter what they are doing and no matter where they
are in the world. Therefore operators will be encouraged to seek out solutions such as the Betware Mobile Solution which combines the most engaging entertainment features whilst also giving players access to their player account, wallet and are able to review the latest game results. All this information, simply within reach of a hand, is the main strength of this solution.” Microgaming’s Mike Hebden also thinks Mobile will continue to increase as a priority for the industry, driven by more powerful mobile devices, better user experience and the wider adoption of mobile browsing. “HTML5 development will challenge the App store model as equivalent standard apps will be available for less.” Cozy Game’s Jaydeep Chakravartty also expects mobile gambling to boom in the next 12 months: “Though many operators are not yet sure of their mobile strategy, I sincerely believe that companies will focus on their mobile web applications. As Apple is not sure of their policy related to gambling applications, operators will embrace the mobile applications and launch content on mobile platforms as web applications.” David Hunter, CEO of Ukash, sees the growth of the mobile as a significant opportunity for his own company: “Ensuring that payment options are in place that can easily be used on mobile for micropayments as well as larger deposits will ensure that operator margins are maximised. Systems like Ukash have no minimum transaction fees so can be used for very small payments and deposits, including in-app billing, as players interact with websites and games in new ways.” Lydia Melton, Head of Network Games at
Microgaming, sees mobile as a strong vehicle for
“The bingo suppliers that will excel in 2012 will be those with flexible platforms for regulated markets and an emphasis on player experience and usability.” - Lydia Melton, Microgaming
SEPTEMBER 2011 53
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