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市場調查報告書
全球行動下注市場：賭場、彩卷、運動投注：2010-2015年
Mobile Gambling Markets - Casinos, Lotteries & Betting 2010-2015
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本報告已在2012年05月24日停止出版。
更改為出版
Mobile Gambling: Casinos, Lotteries & Betting 2012-2017
出版日期 : 2012年05月
商品編碼: 242059
本報告為，調查全球行動下注市場，並分析市場驅力及趨勢、行動下注服務發展、地區別機會、市場別 （賭場、彩卷、運動投注）預測、阻力等，以下列摘要形式闡述。
實施概要
第1章 行動下注驅力及趨勢
- 行動下注成長
- 行動下注驅力
- 行動下注統計
- 遊戲、服務種類
第2章 行動下注服務發展
- 先進市場：iPhone後之行動下注
- 新興市場：從溝通至娛樂
- 商業模式進化
第3章 行動下注機會
- 法規：概要
- 北美
- 拉丁美洲
- 西歐
- 中歐、東歐
- 遠東、中國
- 印亞大陸
- 其他亞太地區
- 非洲、中東
第4章 預測：市場別
- 簡介
- 行動賭場
- 行動彩卷
- 行動運動投注
- 行動下注服務總市場
第5章 執行、拓展阻力
- 簡介
- 信用
- 支付流程
- 用戶介面
- 數據成本
- 市場結構
- 網路範圍
- 許可
- 年齡驗證
專業用語
Abstract
Overview
- 3 Country Level Forecasts
- Successful Deployment Analysis
- Strategic Recommendations
This report provides a thorough examination of the mobile gambling market,
appraising optimal models for deploying and marketing mobile gambling
services. It highlights the success of the Japan Racing Association (JRA) in
developing a world-leading betting application as well as the dramatic
adoption achieved by VODone' s mobile lottery service in China.
To this end, this report provides country level forecasts for both China and
Japan, as well as for the UK, which continues to be the market leader in
mobile casino services. Key forecasts split by mobile casinos, mobile
lotteries and mobile betting include:
- Number of users
- Average monthly wagers
- Total annual wagers
Key Questions
- 1. What is the scale of mobile gambling transactions in the key
markets of China, Japan & the UK?
- 2. How has the growth in consumer smartphone adoption impacted upon
the evolution of mobile gambling services?
- 3. What are the advantages/disadvantages of deploying browser-based
apps for gambling services?
- 4. What strategies should service providers deploy to maximise
their revenue opportunity from mobile gambling?
- 5. To what extent have traditional hurdles constraining mobile
gambling growth been removed or ameliorated?
Companies Referenced
O2, Apple, AT&T, Betfair, Bwin, Cellectivity, De Lotto, Digital Chocolate,
eBay, Hong Kong Jockey Club, HTC, Japan Racing Association, Ladbrokes, LG,
Managed Gaming Solutions, Mfuse, mobenga, Mobile Lottery LLC, Mobilkom
Austria, Netplay, Orange, Paddy Power, PhilWeb, Playtech, Probability,
Safaricom, Sky Bet, Sorteo Games, Spin3, TabCorp, Unibet, Verizon Wireless,
Vodafone, VODone, William Hill, Zero36 Group.
Report Statistics
- Date Published: 01/09/2010
- No. of Pages: 94
- Coverage: Global - 8 Key regions
Table of Contents
Executive Summary
- ES1. Introduction
- ES2. What is the Report About?
- ES3. Types of Mobile Gambling
- ES4. Driving Mobile Gambling Adoption
- Table ES1: Established/Emerging Mobile Gambling Drivers
- ES5. The Opportunity for Mobile Gambling
- ES5.1 The Market for Mobile Gambling Services
- i. Quantifying Mobile Gambling: Wagers & Gross Win
- ii. Total Mobile Gambling Wagers
- Figure ES1: Total Wager ($m) on Mobile Gambling Services Split By
Betting, Lottery & Casino 2009-2015
- Table ES2: Total Wager ($m) on Mobile Gambling Services Split By
Betting, Lottery & Casino 2009-2015
- iii. Total Mobile Gambling Gross Win
- Figure ES2: Total Gross Win ($m) on Mobile Gambling Services Split
By Betting, Lottery & Casino 2009-2015
- Table ES3: Total Gross Win ($m) on Mobile Gambling Services Split By
Betting, Lottery & Casino 2009-2015.
- ES6. Strategic Recommendations
- ES6.1 Service Providers
- ES6.2 Regulators
1. Drivers & Dynamics of Mobile Gambling
- 1.1. The Rise of Mobile Gambling
- 1.2. Mobile Gambling Drivers
- 1.2.1 The Dynamics of Mobile Gambling
- Figure 1.1: Mobile Gambling - Selected Established & Emerging Drivers
- i. Established Drivers
- a. Convenience
- b. Privacy
- c. Ubiquity
- ii. Emerging Drivers
- a. The launch of the iPhone and the App Store
- The Impact of the App Store
- Apps & Gambling: Getting the Message Across
- b. Apple allows Gambling Apps
- c. Improved User Interface
- Figure 1.2: Touchscreen Smartphones, Touchscreen Featurephones -
HTC Legend & LG Sentio
- d. Smartphones are increasingly popular...
- e. ...and Smartphones possess GPS
- f. The Rise of M-Commerce/M-Banking
- g. The World Cup
- h. Mobile Internet Adoption is Increasing
- i. Deregulation of Gambling Services (primarily Europe)
- 1.3. The Demographics of Mobile Gambling
- 1.4. Types of Games and Services
- 1.4.1 Casino Style Gambling
- Table 2.1: Traditional Casino Games Popular with Online Gamblers
- 1.4.2 Lotteries
- 1.4.3 Sports Betting
2. The Evolution of Mobile Gambling Services
- 2.1. Developed Markets: Mobile Gambling After the iPhone
- 2.1.1 The App-Based Approach: Aiming for the Multitasking Generation
- 2.1.2 Content Discovery: Browser or Storefront?
- i. Advantages of a Browser-Based Approach
- a. Browser-Based Applications Have No Porting Costs
- b. Browser-Based Apps Have No Memory Constraints
- c. Browser-Based Apps/Content is Portable
- ii. Disadvantages of a Browser-Based Approach
- a. Browser-Based Services Require Connectivity
- b. Browser-Based Applications Can Be Slow
- c. Mobile Networks Will be Unable to Cope with a Browser-Based Model
- d. Mobile Browsers Are Not Application Platforms
- iii. The Rise of the Hybrid - Opportunities for Thin Clients
- 2.2. Emerging Markets: From Communication to Entertainment
- 2.2.1 Case Study: PhilWeb
- 2.3. Evolving Business Models
- 2.3.1 Trusted Brands or New Entrants - B2B vs D2C
- i. B2B
- Figure 2.1: B2B Value Chain, Mobile Gambling
- a. Case Study: Spin 3
- ii. D2C
- b. Case Study: Probability
- Company Background
- Products and Services
- c. Case Study: Betfair
- Company Background
- Products and Services
- d. Case Study: Cellectivity
- Corporate Background
- Geographic Spread
- Key Clients and Strategic Partnerships
- High Level View of Offerings
3. The Opportunity for Mobile Gambling
- 3.1. Regulation - A Brief Overview
- 3.2. North America
- 3.2.1 Case Study: USA
- i. Regulation
- ii. Future Prospects
- 3.3. Latin America
- 3.4. Western Europe
- 3.4.1 UK
- 3.4.2 Rest of Western Europe
- i. Opportunities
- a. Spain
- b. France
- c. Germany
- 3.5. Central & Eastern Europe
- 3.6. Far East & China
- 3.6.1 China
- i. Overview
- ii. Early Deployments
- iii. VODone: The Leading Mobile Lottery
- iv. Future Prospects
- 3.6.2 Japan
- Figure 3.1: iPAT Access Via Mobile
- Figure 3.2: Japan Horse Racing 2009: Total Wagers ($27.75 billion)
- i. Future Prospects
- 3.6.3 South Korea
- 3.7. Indian Sub-Continent
- 3.8. Rest of Asia Pacific
- 3.9. Africa & Middle East
4. Forecasts by Sector
- 4.1. Introduction
- 4.1.1 Quantifying Mobile Gambling: Wagers & Gross Win
- 4.1.2 General Prevalence
- Figure 4.1: Gambling Commission Estimate of UK Mobile Gambling
Prevalence, % Adult Adoption, June 2006-June 2010
- 4.2. Mobile Casinos
- 4.2.1 Mobile Phone Users Who Gamble Using Casino Type Services
- Table 4.1: Percentage of Mobile Users Who Partake in Casino-type
Gambling Services Split By UK & 8 Key Regions 2008-2015
- Figure 4.2: Number of Mobile Users (m) Who Partake in Casino-type
Gambling Services Split By UK & 8 Key Regions 2008-2015
- Table 4.2: Number of Mobile Users (m) Who Partake in Casino-type
Gambling Services Split By UK & 8 Key Regions 2008-2015
- 4.2.2 Mobile Casino Average Monthly Wager
- Figure 4.3: Average Monthly Stake ($) Per User, Mobile Casino Services
Split By UK & 7 Key Regions 2009-2015
- Table 4.3: Average Monthly Stake ($) Per User, Mobile Casino Services
Split By UK & 7 Key Regions 2009-2015
- 4.2.3 Total Mobile Casino Stakes
- Figure 4.4: Total Annual Stakes ($m) Mobile Casino Services Split By
UK & 8 Key Regions 2009-2015
- Table 4.4: Total Annual Stakes ($m) Mobile Casino Services Split By UK
& 8 Key Regions 2009-2015
- 4.2.4 Total Mobile Casino Gross Win
- Figure 4.5: Total Mobile Casino Gross Win ($m) (Single-User) Split By
UK & 8 Key Regions 2009-2015
- Table 4.5: Total Mobile Casino Gross Win ($m) (Single-User) Split By
UK & 8 Key Regions 2009-2015
- 4.3. Mobile Lotteries
- 4.3.1 The Market for Mobile Lottery Participation
- i. Users Who Buy Lottery Tickets via Their Mobile Phone
- Table 4.6: Percentage of Mobile Phone Users Who Play Lottery Games
via Their Mobile Phone Split By UK, China, Japan & 8 Key Regions
2008-2015
- Figure 4.6: Mobile Users (m) Who Take Part in Lotteries via Their
Mobile Phone Split By UK, China, Japan & 8 Key Regions 2008-2015
- Table 4.7: Mobile Users (m) Who Take Part in Lotteries via Their
Mobile Phone Split By UK, China, Japan & 8 Key Regions 2008-2015
- 4.3.2 Mobile Lottery Average Monthly Wager
- Figure 4.7: Average Monthly Wager ($) Per User, Mobile Lottery
Services Split By UK, China, Japan & 8 Key Regions 2009-2015
- Table 4.8: Average Monthly Wager ($) Per User, Mobile Lottery Services
Split By UK, China, Japan & 8 Key Regions 2009-2015
- 4.3.3 Total Mobile Lottery Wagers
- Figure 4.8: Total Wagers ($m), Mobile Lottery Services Split By UK,
China, Japan & 8 Key Regions 2009-2015.
- Table 4.9: Total Wagers ($m), Mobile Lottery Services Split By UK,
China, Japan & 8 Key Regions 2009-2015
- 4.3.4 Total Mobile Lottery Gross Win
- Figure 4.9: Total Mobile Lottery Gross Win ($m) Split By UK, China,
Japan & 8 Key Regions 2009-2015
- Table 4.10: Total Mobile Lottery Gross Win ($m) Split By UK, China,
Japan & 8 Key Regions 2009-2015
- 4.4. Mobile Betting
- Table 4.11: Percentage of Mobile Phone Users Who Engage in Betting via
Their Mobile Phone Split By UK, China, Japan & 8 Key Regions 2008-2015
- Figure 4.10: Mobile Users (m) Who Place Bets via Their Mobile Phone
Split By UK, Japan & 8 Key Regions 2009-2015
- Table 4.12: Mobile Users (m) Who Place Bets via Their Mobile Phone. UK,
China, Japan & Key Regions 2008-2015
- 4.4.1 Mobile Betting Average Monthly Wager
- Figure 4.11: Average Monthly Wager ($) Per User, Mobile Betting
Services Split By UK, Japan 8 Key Regions 2009-2015
- Table 4.13: Average Monthly Wager ($) Per User, Mobile Betting
Services Split By UK, Japan and 8 Key Regions 2009-2015
- 4.4.2 Total Mobile Betting Wagers
- Figure 4.12: Total Wagers ($m), Mobile Lottery Services Split By UK,
Japan and by 8 Key Regions 2009-2015
- Table 4.14: Total Wagers ($m), Mobile Lottery Services Split By UK,
China, Japan & 8 Key Regions 2009-2015
- 4.4.3 Total Mobile Betting Gross Win
- Figure 4.13: Total Mobile Betting Gross Win ($m) Split By UK, Japan &
8 Key Regions 2009-2015
- Table 4.15: Total Mobile Betting Gross Win ($m) Split By UK, China,
Japan & 8 Key Regions 2009-2015
- 4.5. Total Market for Mobile Gambling Services
- 4.5.1 Total Mobile Gambling Wagers
- Figure 4.14: Total Wager ($m) on Mobile Gambling Services Split By
Betting, Lottery & Casino 2009-2015
- Table 4.16: Total Wager ($m) on Mobile Gambling Services Split By
Betting, Lottery & Casino 2009-2015
- Figure 4.15: Total Wager ($m) on Mobile Gambling Services Split By UK,
China, Japan & 8 Key Regions 2009-2015
- Table 4.17 Total Wager ($m) on Mobile Gambling Services Split By UK,
China, Japan & 8 Key Regions 2009-2015
- 4.5.2 Total Mobile Gambling Gross Win
- Figure 4.16: Total Gross Win ($m) on Mobile Gambling Services Split By
Betting, Lottery & Casino 2009-2015
- Table 4.18: Total Gross Win ($m) on Mobile Gambling Services Split By
Betting, Lottery & Casino 2009-2015
- Figure 4.17: Total Gross Win ($m) on Mobile Gambling Services Split By
UK, China, Japan & Key Regions 2009-2015
- Table 4.19: Total Gross Win ($m) on Mobile Gambling Services Split By
UK, China, Japan & 8 Key Regions 2009-2015
5. Hurdles to Deployment and Adoption
- 5.1. Introduction
- Figure 5.1: Addressing Key Hurdles to Mobile Gambling
- 5.2. Trust
- 5.3. Processing of Payments
- 5.4. The User Interface
- 5.5. Data Cost
- 5.6. Industry Structure
- 5.7. Network Coverage
- 5.8. Acceptance
- 5.9. Age Verification
Glossary
預測行動通訊博弈（Mobile gambling）的帳款因中國市場的發展，2015年之前將超過480億美元：uniper Research的報告
2010年09月28日
Global Information, Inc.已開始銷售英國市場調查公司Juniper Research所發行的報告書「Mobile Gambling Markets - Casinos, Lotteries & Betting 2010-2015 (全球行動下注市場：賭場、彩卷、運動投注：2010-2015年)」
新興市場的行動彩券將影響短期成長，同時歐美市場遠程博弈自由化亦成為今後發展的關鍵。
該報告指出，藉由以中國為主體的新興市場行動賭場、彩券及體育博弈服務的開始，以及美國•歐洲遠程博弈法規自由化，預估年間行動博弈法規賭金在2015年之前將超過480億美元。
此外，該報告依國別調查博弈服務。日本中央賽馬會的iPAT服務與計入大額利益剩餘金的英國卡西諾/博弈服務一樣，參與全球大部分行動博弈交易。然VODone已開始的行動彩券服務急劇增加，在行動博弈交易中，中國擠入第3位。
另一方面，美國市場亦顯示最初導入行動彩券服務的情形。該報告的作者Dr. Windsor Holden言及，「由於美國彩券銷售額在以往銷路中減少，故州的彩券服務提供商積極開拓新的流通通道。結果，好幾個彩券以2011年開始行動彩券服務為目的，面臨與行動技術服務提供商進行討論的最後局面。」。加上該報告亦言及，美國不久將來要修改法律，告知經營行動賭場中期性的機會已來到。
該報告的其他調查結果：
- 終端用戶控制多數人參加型的行動博弈用途，喜好多工作業、同時利用「Snacking」用途
- Apple經由App Store獲得許可銷售博弈用途，大部分的服務供應商選擇瀏覽器的基本方法
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