Industry expertise: Gaming

Gaming has always faced challenging peaks in demand, like the major horse racing festivals and football tournaments. But with new online games and the growth in popularity of in-play bets, managing these peaks in demand effectively with a scalable infrastructure and a reliable managed-services partner becomes ever more crucial.

According to Onovo Insights, 4.3% of iPhone users have used a betting app. Mobile gaming is changing how, where and when consumers play, affecting both their behaviours and their expectations. Gaming companies now have an opportunity to capitalise and win customers by providing an engaging multi-channel experience that meets these expectations.

Despite the rise of online and mobile gaming, high-street betting shops are still big business, thanks in part to the revenue from lucrative fixed-odds betting terminals. But it doesn’t stop there – with expanded TV content and free WiFi, customers can enjoy in-play betting on laptops and mobiles, increasing dwell time and introducing them to your online channels.

Sport betting is continuing to drive growth in the industry and accounts for 45% of online gaming markets. In-play betting is a big driver of this growth, and embracing new technology can help fuel that growth even further. Betting on the geolocation of golf balls is just one example of the future possibilities for in-play betting.

Fixed-odds betting terminals in shops may be highly profitable, but they’re limited to four units in each shop and continue to attract attention from both government regulators and pressure groups. Other proposed taxation changes, including Point of Consumption tax, could have a big impact on remote gambling companies – even those based offshore.

Social gaming is growing rapidly. It brings with it a massive audience that cuts across all age, gender and demographic boundaries – but it also brings its own emerging regulations and challenges. Gaming companies need to adapt with scalable technology, working towards effective ways to generate revenue from it.