Netimperative, a popular online publication, hosted a seminar last week on the online gambling industry and the prominent issues the industry will be facing.    Topics discussed at the seminar included the online gaming market, how to get the most out of the rapidly expanding sector, and the profile of the typical online gamer.

Nielsen//Netratings's, an Internet research firm, delivered an especially informative presentation, which included an overview of the online gambling market at both the global and national level.  In the presentation, a European Internet analyst, Alex Burmaster, reported that even thought the United States still retains the biggest market share, the fastest growing market is Spain, while France has the most online gamers per head.

The research firm found that the strongest market for advertising gaming sites the United Kingdom where it accounted for an amazing 34 percent of all UK online campaigns.  JackPotJoy was reported to be the most prolific advertiser.

Research by Nielsen/Netrating also revealed that the United Kingdom’s National Lottery is the most visited site globally, while InterCasino and PartyPoker are the top casino sites.  The research further indicated that the most popular forms of online gambling globally were lottery-style games, including bingo.  These sites came in well ahead of casino and bookmaker sites.

Burmaster’s presentation also included a profile of the typical Internet gamer.  The profile supplied which describes a male-aged 35 or under using a broadband connection, contradicts previous studies that indicated more female players.    Burmaster also discussed the most appealing features of online gambling and noted that much of the online gambling market remains untapped.

Peter Woodfine, head of business development at LastMinute.com, delivered the last presentation of the seminar and offered media-owner’s perspective.  Woodfine said that his company’s retailer marketing department felt some fear when entering the online gambling arena two years ago due to concern that they would be sending the wrong message to its customers.   The fears were unfounded, however, as the company received no complaints and the new service has attracted a strong number of customers.  Although, Woodfine did point out that its gamers rarely took advantage of other Lastminute.com services.

In his presentation, Woodfine also emphasized the importance of regular reporting to track revenues and help optimize marketing, saying that these aspects were often overlooked when selecting a white label partner.  Woodfine concluded the presentation by saying that the key to keeping the service fresh were continued marketing drives, which would “give customers reasons to play”.

Posted on: November 26, 2005

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