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gambling? - Casinos.ch

Mobilising for Good Causes

Multi-Channel Betting and Gambling 2008

Berlin, Germany

25-26.02.2008

André Noël Chaker

Director / Entertainment Market


Agenda

1.The Veikkaus Multi-Channel story

2.Trends and figures in mobile gaming

3.Trends and figures in mobile gambling

4.Challenges & opportunities

5.Conclusions

20.2.2008 AC 2


1. The Veikkaus Multi-Channel story

20.2.2008 AC 3


The Veikkaus vision

Veikkaus is a pioneer

Veikkaus will be the world’s leading lottery in terms of

customer orientation, know-how, and efficiency in 2010.

Veikkaus is a pioneer in the midst of the changing

operating environment and entertainment market.

For its owner, the Finnish State, Veikkaus provides the

best option for a sustained support to the necessary

resources for Finnish arts, sports, youth work, and

science.

20.2.2008 AC 4


1600

1400

1200

1000

800

600

400

200

0

Development of turnover

1940-2006

Veikkaus was

founded in

1940,

Football Pools

Lotto

1971

Online

1990-

Staff strike

in 1977

Live Betting

2005

Keno

Betting

2002

introduced

1993

GNP decreased

ca.10% 1991

OnNet

1997

1940 1945 1950 1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005

Fixed Odds

Betting

reformed

2004

20.2.2008 AC 5


Comprehensive retail network

• 85% of Veikkaus games are sold through the retail

network.

• 3,200 points of sales around the country.

• 15,000 game sales clerks, whose training is taken care

of by Veikkaus.

• Internet gaming started in 1997, popularity on

continuous increase (www.veikkaus.fi)

• Over 300,000 players on the Net, turnover over EUR 4

million a week.

20.2.2008 AC 6


Internet Sales at Veikkaus

20.2.2008 AC 7


2. Trends and figures in mobile gaming

20.2.2008 AC 8


Trends and figures in mobile gaming

Once a gold rush for investors, mobile gaming is

now slowing down

A €1.6 billion business globally with 50% coming

from South-Korea and Japan (Screen Digest)

Expected market size in 2011 is €2.0 – 6.0 billion

Main drivers are entertainment value and

community building

Industry has been under rapid consolidation (EA /

Jamdat)

20.2.2008 AC 9


The games people play

20.2.2008 AC 10


3. Trends and figures in mobile gambling

20.2.2008 AC 11


Trends and figures in mobile gambling

A slow start but a promising future

A $1.35 bn business worldwide in 2006 with Europe

being the largest market $ 665 million (Juniper Research)

Forecast is $16 bn by the year 2011

Main drivers are privacy and flexability

The biggest growth to come from the sports betting

and lotteries sectors

Still less than 1% of revenues of even the most

advanced EL & WLA members

20.2.2008 AC 12


4. Challenges and opportunities

20.2.2008 AC 13


Mobile Gambling:

Challenges and Opportunities

Legal

Barriers

Technology

Limitations

Mobile Gambling

Consumer

Behavior

� The real added-value of mobile (vs.

internet) gambling?

�Time, place, personalisation and access

Communication

20.2.2008 AC 14


Main business drivers in mobile gambling

Time

Place

Access/Always on

Engagement

Personalization

20.2.2008 AC 15


Legal limitations / requirements

�”Gambling by computer” bans

include mobile (US)

� Identification / age limits

(Ireland)

� Payment and credit limitations

(Finland)

Legal

Barriers

Technology

Limitations

Mobile Gambling

Consumer

Behavior

Communication

20.2.2008 AC 16


Legal

Barriers

Technology

Limitations

Mobile Gambling

�Weak mobile penetration or network capacity

� Complicated / non user-friendly interface

� Lack of standards and compatibility issues

Consumer

Behavior

Communication

20.2.2008 AC 17


World Premiere:

Live betting at the Eurovision song contest

125€

625€

20.2.2008 AC 18


Legal

Barriers

Technology

Limitations

Mobile Gambling

Consumer

Behavior

Communication

� Prioritisation in marketing communications

� Partnerships with operators

20.2.2008 AC 19


The mobile lottery

20.2.2008 AC 20


5. Conclusions

Veikkaus has a strong and established internet

business and an emerging mobile business

The mobile gambling industry is poised to grow

faster than the mobile gaming industry

Lottery and sports betting will grow the fastest

Changes in the legal, technology, behavioral and

communication frameworks in each country will offer

a unique set of oppotunities and challenges

20.2.2008 AC 21

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