Consumer smartphone adoption has been a major driver in a resurgent European mobile gambling sector, with user numbers expected to rise by more than 60% in 2010, according to a new report from Juniper Research. Mobile betting services across the region have been particularly successful, it says, with more than 2 million sports book customers in Europe now using the mobile to place their bets.
According to the report, leading betting firms have reported dramatic increases in mobile bets placed following the launch of browser-based apps optimised for the iPhone and Android operating systems. Furthermore, the decision by Apple to allow selected native apps – such as those from BetFair and Paddy Power – to be offered on the App Store has provided service providers with a new, highly visible and potentially lucrative delivery channel.
Meanwhile, the Juniper report noted that both adoption and usage levels received a further fillip during the World Cup in June, with Ladbrokes taking more than 100,00 bets via the mobile on the tournament.
According to report author Dr Windsor Holden, “The last twelve months or so have provided optimal growth conditions for mobile gambling services. With the growth in consumer smartphone adoption, mobile users are becoming far more comfortable with m-commerce in general, and gambling companies are benefiting from this greater affinity.”
Other findings from the Mobile Gambling Markets report include:
· Mobile betting accounted for more than 70% of total global mobile gambling wagers in 2009, with the vast majority coming from the well-established iPAT service in Japan
· The US is likely to become a key market in the medium term with the launch of mobile lottery services from 2011 onwards