In a sign of the changing times, three of the top four social casino market leaders last quarter were traditional gambling firms according to research released last week by the gaming analysts at Eilers Research.
Caesars, which entered the social gaming space through its $80m acquisition of Playtika, now is the market leader with an a 18.6% combined Facebook and mobile market share, Eilers Research’s quarterly report said. Zynga, the former number one, now has a 15% share. Slot giants IGT, owner of Double Down Casino, and WMS were in third and fourth position respectively, with 14% and 6% shares of the market. Continue to full article →
Once a mobile game goes live, it is time to amplify the reach. Pairing your game with the right marketing campaign can turn up the volume on your launch and draw in the players needed to turn it into a success.
In the second interview in a series on marketing for real-money gaming, Kady Srinivasan, Betable’s Head of User Acquisition, tells the Betable blog the best way for prep for a marketing campaign.
“The options for how to market your game are practically endless, but don’t be put off by the scale of the task. If you start with the basics and expand as your learn, everything will start to fall into place.”
Any of you following the news last week may have noticed some very public comments from Sheldon Adelson, CEO of casino giant Las Vegas Sands. In a Forbes op-ed, he slammed state and federal plans to regulate online real-money gaming, claiming that it is bad for society and steals players from land-based casinos.
As these comments were coming from a multi-billionaire maven of the casino industry, they caused quite a stir. There is still a split in the traditional gambling industry’s thinking on the regulation of online games. But Adelson is in the minority these days, as most Vegas casino companies have online businesses internationally.
A number of parties have offered counter arguments and criticised Adelson’s comments. Pointing to the legalization of internet poker in Nevada, John Pappas, director of the Poker Player’s Alliance, said:
“All of the perceived evils have been addressed through appropriate oversight—greater oversight and regulation than what’s available in a brick-and-mortar setting. Age-verification? Protecting problem gamblers? Those can be addressed on the Internet even better than in one of Mr. Adelson’s casinos.” Continue to full article →
Real-money gaming via mobile devices is growing fast in the regulated U.K. market, with research released this week by mobile data company Onavo showing that 4.3% of British iphone users now has a sports betting app.
And interestingly Onavo is measuring active use of apps, rather than just downloads, meaning these are paying, betting customers.
According to the research, U.K. customers were using bet365’s app an average of 5.6 days every month, William Hill’s 4.1 days a month and 3.3 days a month for Paddy Power’s app. Onavo also showed that the majority of customers were using more than one betting app at a time.
4.3% might not seem like a huge number, but it is something like 370,000 UK customers based on comScore’s estimates for total UK iPhone users. And the mobile real-money gaming sector is only going to grow. Continue to full article →
In the first of a series of interviews, Betable’s Head of User Acquisition Kady Srinivasan shares her first-hand marketing tips for launching a real-money mobile game. Transitioning from free-to-play to real-money games can be challenging, so in this post Srinivasan explains the best way to acquire users and the key data to watch as you get your real-money game up-and-running.
Testing, testing, 1, 2, 3
Getting the basics right is just as important for a real-money game as it is for a free-to-play game. Players have low tolerance for a glitchy or error-filled experience. Getting this wrong can kill your game and result in valuable marketing dollars being washed down the drain. Srinivasan says a soft launch can be very important for mobile games in the real-money industry.
One of the major takeaways from last week’s Inside Social Apps conference in San Francisco, was the interest developers have in hearing about real-money games. Despite the real-money panel being last on Friday, a significant number of delegates stuck around to hear what panelists—including Betable’s very own Head of Product, Ya-Bing Chu—had to say.
There is one major reason for that—monetization is a problem for everyone and online real-money games make a lot more money than social games. While the social games industry is young, it will never reach the scale of the still-growing gambling industry, despite the latter existing under much stricter controls.
In case you haven’t heard yet, Republican Rep. Peter King (N.Y.) introduced a bill yesterday which will seek to legalize real-money gaming across the U.S.
Anyone who follows real-money gaming regulation knows that publishing a bill is a long way from actually getting it passed. In most cases, the bill will end up dead or amended beyond the point of recognition. It is telling that one of the most important laws addressing real-money gaming in the U.S. – the Unlawful Internet Gambling Enforcement Act (U.I.G.E.A.) – was only passed as a last-minute addition to the SAFE Ports Act, a piece of legislation aimed to increasing security at american ports. Not exactly an obvious connection, but an effective strategy, as the law changed the market literally overnight.
So, and but, we are back in gambling bill season.
Slowly and surely, legal real-money online gaming is making a return to the United States and this time states are leading the way.
Four years ago every conversation regarding real-money gaming in the U.S. would be prefaced with, “if regulation happens”. Two years ago that changed to, “when regulation happens”. Now, nearly halfway through 2013, we can talk about “where” regulation is happening.
Already this year, more tangible progress has been made than in the preceding six years since the 2006 Unlawful Internet Gaming Enforcement Act (UIGEA) banned online gambling in the U.S.
As a journalist, I started covering the gambling industry four years ago. A few of my friends laughed at the choice, assuming I would be bored of such a narrow sector after a few months. Instead I found the world of real-money gaming to be complex, fast moving, sometimes controversial, and always interesting. There are not many industries that combine a heady mix of billion dollar business, politics, morality, entertainment, and global reach. The world of real-money gaming seems to constantly be in flux and there is always some change looming just over the horizon.
We’ve heard you- you’re hungry for more content! With that in mind, we’re kicking off a Q&A series called “5 Questions with Betable.” Inspired by the questionnaire asked of each guest on Inside the Actors Studio, we will ask our partners the same five questions.
We’re eager to see how their answers vary- especially for the 5th question. While I don’t wear as much makeup as James Lipton, I hope you’ll agree the questions give developers a chance to share why real-money and a partnership with Betable is important to their strategy moving forward.
First up is Digital Chocolate’s COO Jason Loia. As you’ll recall, Digital Chocolate recently launched their first Betable-powered game SLOTS! Pocket UK on iOS.