click earn grow 2009 orginal concept by darren matadeen bet markets asia 2009 talk
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Early CLICK EARN GROW concept in 2009Generation Y: The right way to use Social Networking
for Online Sport Bookmakers & other Gaming Operators closely looking at the Fantasy Sports Model & Correct
Platform
Darren Matadeen
@ClickEarnGrow
www.ClickEarnGrow.com
TODAY’S IMAPCT & RISKS
Un-scalable & In-flexible legacy Sportsbook Platforms, including
infrastructure operations
Same Product Mix/lack of choice/do not understand segments and
localisation
Payment Fraud &
Open to DDOS Attacks
West wants to go East & East wants to West
(Cultural and Legal Barriers, problems with systems integration and meeting
global demands
US California Possible legalization
Strong M&A Activity
Web 2.0Live Streaming
Economic cleansing & Finding the right cross
business and technical talent
resources
Social Networking
Industry ConvergencesTelecoms
Gaming
Also decrease trends Telephone Betting
Media Online Media Advertising in DeclineIPTV lacks original content
Live Streaming since 2006 and significant for in-running solutions
SIGNIFICANT ONLINE MARKET SEGEMENT TRENDS
KYC (KNOW YOUR CUSTOMER HABITS)
Social Networking
More than 210 million people in Europe visited a social network site during a typical month. Ages 18 + Same trends in Asia
100+ M&A activities globally and over $7billion spend in 2008
Facebook has 54.4 million unique visitors PCM
Fastest segment is 26 years or over
Nielsen reports:
Social Networks & Blogs 68% more popular than email 65% and overall 4th most popular online activity
Member communities are visited by 67% of the global online population, time spent is growing at 3 times the overall internet rate, accounting for almost 10% of all internet time
Fantasy Sports (US & UK)
30 million + people aged 18 to 49 years old
$3–$4 Billion annual economic income
20% growth rate per year
Increase of fantasy tournaments
12
The “i” in iGaming is ultimately more Real
3.
WHAT IS SOCIAL NETWORKING?
“A social network service focuses on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others. Most social network services are web based and provide a variety of ways for users to interact, such as e-mail and instant messaging services.
Social networking has encouraged new ways to communicate and share information. Social networking websites are being used regularly by millions of people.
WIKI
WHAT IS FANTASY SPORTS? “A fantasy sport is a game where fantasy
owners build a team that competes against other fantasy owners based on the statistics generated by individual players or teams of a professional sport. Probably the most common variant converts statistical performance into points that are compiled and totalled according to a roster selected by a manager that makes up a fantasy team. These point systems are typically simple enough to be manually calculated by a "league commissioner." More complex variants use computer modelling of actual games based on statistical input generated by professional sports. In fantasy sports there is the ability to trade, cut, and sign players, like a real sports owner”.
WIKI
WHY MIXED TOGETHER?
Social NetworkingFantasy Sports
Community
P2P
Community
P2P
Pool/Jackpot and/or Fixed Odds Betting/EXCHANGES
Proposition and Non Proposition Bets
Not a Live Betting solution
Based on Knowing your team stats
You are the manager and create your own teams , markets, competitions to play against your family and friends etc...
Pool/Jackpot and/or Fixed Odds Betting/
Proposition and Non Proposition Bets
Refection of Real Time Betting
(Moral & Risk Issues)
Support Fantasy Sports
Transactions
SIGNIFICANT EVIDENCE & MOVEMENTS OF NEW TRENDS
Social NetworkingFantasy Sports
Emerging Social Sportsbook?Second Chance?
Hybrid
Prediction Facilitator
100+ poker applications on Facebook
The ONLINE BOOKMAKERS ADVANTAGE/SPREAD
Strategy 1:PRODUCT/PLATFORM MIXLIVE/REAL BETS
FANTASY SPORTS BETS SOCIAL BETS
Strategy 2: MULTI-CHANNELS INTERACTION
BOOKMAKERS SITE
SITE, MICROSITE, SATELLITE
Strategy 3: INTERACTIVE MARKETING/WINNINGS OFFERS
FIX ODDS /TOTE/EXCHANGE BETTING
TOTE/POOL BETTING - REAL PRIZES or VIRTUAL MONEY
FREE/FUN BETTING – REAL PRIZES or VIRTUAL MONEY
SITE, MICROSITE, SATELLITE, MEDIA
Further Benefits
Customer Acquisition (Understand more about our punters habits, follow where our punters go and making sure they are safe/risk free/high quality punters)
No transactions risk if playing at first with virtual money
More Markets
Greater focus on the sports product mix (Real + Social Fantasy Sports)
Longer Retention
Revenue Increase (Licensing Model)
Brand Communications & Awareness
Record of our Punters Prediction stats (understand our punters sports thinking so that our odds and margins are even more competitive)
Easily integrated to a Global Sportsbook (Strong proof for USA & UK and believe it will for example enhance Asia’s greater love for football and India’s greater love for Cricket)
The ONLINE BOOKMAKERS RISKS/LIABILITIES
MAJOR RISKS:
1. Offering Live Betting (Pool/Fixed Odds of Social Networking Platforms is Morally WRONG
2. Parents will object for their children to use social networking sites if they are aware of gaming operators using this as a form of attraction
3. Legal has not really tackled this new phenomena
4. Minors of <18 years old do access Facebook and age verification is somewhat lacking
1. Does gambling with virtual money encourage positive attitudes towards gambling in young people?
2. Does gambling with virtual money lead to an increased prevalence of actual gambling?
3. To what extent are gambling-related groups on SNSs being used by under-18s and does membership of such a group facilitate access to commercial gambling sites?
FURTHER RESEARCH IS REQUIRED
FURTHER ISSUES
• As FSB found out recently that there is no liquidity in pool/tote betting especially in the UK. They announced they will offer Fix-Odds Sportsbook betting before the new 2009-2010 Football season. One of the key investors is Andrew Black (Betfair)
• Current well known Sportsbook Platform solutions and bespoke/ proprietary systems are not scalable, AGILE and reliable enough to adopt to the new social networking and open platform trends and thinking
• For the business rapid time to market to meet the new wave -does not exist
Global Sportsbook Business and
Technical Design Authority
Sportsbook Business Rules/Logic Technical
Standards (DDD)
Scalable shared services replaces proliferation of environments
Continuous integration/TDD and decoupled
testing
Handover Support
GO LIVE!
Integration Change Board and compliance
Capacity Projections
CENTRE OF EXCELLENCE (COE)
Modular White label Real – time Sportsbook Transactional
Platform
Building gaming and sports betting platforms for the long term to support our operator-customers for their:
global high real-time transactions backbone
high volume concurrent users
really understands the true costs, complexity and value
being agile in order to provide the increased live social demands and enterprises
Centre of Global Sportsbook Product Excellence
Rapid Time to Market Strategy
Sportsbook Operator
Fantasy Sports Feed Data
Market
Selections/Team/Players
Fixtures
ROI & Payments
Have a good affiliates programme to promote this new offering will certainly help
Make sure we are able to plan your payment incentives and prizes
Generation Y
“Generation Y is not driven by technologies or by business alone; It is driven by people. It is the people that drives our social networks (online and offline) forward but most importantly build communities. Communities builds federations and consortiums and with this power we together can build, drive and lead the future of i-Gaming into the world class status that we truly deserve for our Global industry”
Darren Matadeen
27 May 2009
Thank you
Q&A
Darren Matadeen
@ClickEarnGrow
www.ClickEarnGrow.com
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