ONLINE GAMING MARKET REPORT
online poker: “Mobile poker may not outstrip download poker in 2012, but we won’t be surprised to see it overtake web- based poker software in popularity.” Which brings us nicely to…
POKER The next 12 Lydia Melton, Microgaming
minutes are hard to predict for online poker, but for
GTECH G2’s VP of Products, Dominic Mansour, it’s full steam ahead: ”GTECH G2 are investing significantly in the poker software over the next 12 months, doubling the size of the poker development team, and are in the process of enhancing the product module by module. All our game development is driven by the needs of the player. For us listening to the players and customers on our networks helps us to deliver the ultimate poker experience.”
“Countries need the tax revenue, and as poker becomes officially sanctioned and more accessible in previously closed markets, the numbers will surge.” – Zvi Lando, TableBrain
Mansour expects to see a growth in regulated
markets, led by the success of the Italian model that’s now being adapted by the French. “It is our view that we will see an increased sharing of liquidity within regulated markets. The Canadian Poker Network – the first legal and regulated poker network in North America – has led the way and with 35 per cent of registrations being from first time players; this will without doubt be something that continues to develop.” Regardless of the upheaval seen in the online
poker sector, TableBrain’s President, Zvi Lando, sees only a promising, growing market as the US moves towards regulation, with companies like PartyPoker (which didn’t try to circumvent the 2006 bill) poised to take advantage. “Obviously, the brick-and-mortar casinos are taking significant preparatory steps, while some ventures, such as US Digital Gaming, are building anticipatory infrastructure. More proof of the forces in motion supporting this optimistic view
54 SEPTEMBER 2011
“The best affiliates and online casinos need to wise up and get sensible with their money and work together to move forward.” - Tom Galanis, GameOn Affiliates
lies with the recent all-time high levels of interaction between poker players and US government officials. For example, the Poker Player’s Alliance cites over 120 meetings with congressional offices in the aftermath of the government’s “black Friday” crackdown.” Lando also thinks the overall weak
world economy means barriers to online gaming will continue to fall away. “Countries need the tax revenue, and as poker becomes officially sanctioned and more accessible in previously closed markets, the numbers will surge.”
AFFILIATES In the world of online casino affiliates, many think
the largest obstacle the business will have to face in the next 12 months is affiliate program closure, acquisition and merger. Tom Galanis, Director at GameOn Affiliates, suggests: “The fight for traffic amongst affiliate programs is as fierce as ever, and there will be inevitable casualties. Affiliates need to be even more aware of the potential pitfalls of promoting casinos promising high commission structures and terms such as ‘no negative carryover’. There’s every chance that these casinos won’t exist under the same ownership - if at all - in a year’s time, and they’ll be left high and dry.” Galanis believes that unless they wise up, a good
number of decent affiliates will be put out of business in the coming year, resulting in the further narrowing of traffic sources for operators to compete for in a cycle that further emphasises that this really is a survival of the fittest. “The best affiliates and online casinos need to wise up and get sensible with their money and work together to move forward.”
“Ensuring that payment options are in place that can easily be used on mobile will ensure that operator margins are maximised.” - David Hunter, Ukash
TableBrain’s Zvi Lando
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