International Advertising Bureau

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Online marketing overview of eGaming in Spain for Inspirational Wwwedding by IABSpain, 22.11.2010

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International Advertising Bureau

  1. 1. IAB Spain / Willem van Oort : willem@vanoort.org
  2. 2. Inspirational Wwwedding eGaming and Gambling in Spain 22.11.2010 Madrid
  3. 3. Doubts…?
  4. 4. Introduction GranViaOnline Past: team of people who worked for online gambling operators Started new agency in 2009 Acquisition and Retention marketing for eGaming
  5. 5. Introduction : Gaming in Spain • We created a B2B Community 1500 members LinkedIn • Channels: LI, Site, in 2011 Magazine and Industry Conference
  6. 6. THE MARKET
  7. 7. Gambling vs eCommerce, world
  8. 8. The market: EU (land based)
  9. 9. Europe – Spain (land based)
  10. 10. Previous slide, conclusion • The leading 6 nations account for 76% of the EU land based market, approx 80 bn GGY in 2010 (source : H20 Gambling Capital) • Most of these countries will have a regulated environment in 2010
  11. 11. Europe (Online) • Europe expected to be worth €9.7bn in 2010 –21.3% growth. • Primary Driver for growth is regulation • 12.8 % of all European gambling takes place on the internet (that was 1.5% in 2003)
  12. 12. Spain Regional Authorities are now regulating land based gambling, but does not apply to Online The national governement has published draft law for national regulation 2012??
  13. 13. Spain key figures, online market Players Turnover x 1000 Betting 483.000 $ 196.000 Poker 151.000 $ 100.000 Casino 380.000 $ 196.000 Bingo 304.000 $ 157.000 Source GBGC
  14. 14. Apuestas Strongest online gambling products reflects strong interest in Sports Main products Futbol Tennis Basket
  15. 15. La Liga + Betting: Partnerships 1) Real Madrid - Bwin 2) Sevilla - 12bet 3) Valencia - Unibet 4) At. Madrid - PAF 5) Espanyol - Interapuestas 6) Getafe - Mister Apuestas + IG Markets 7) Osasuna: Mister Apuestas 8) Partnerships: Barcelona + Betfair 9) Miapuesta: microsites : Racing Santander, Betis...
  16. 16. Poker Low historic interest, strong growth during last 18 months Poker is a network game, so large liquidity from international networks is needed Combined offline and online activity: tournaments
  17. 17. Sample of Poker (yesterday: World)
  18. 18. Casino Low online product penetration from international perspective, reflects land based customer behaviour Main acquisition channel is cross selling with sportsbook
  19. 19. Bingo Strong landbased business in Spain does not (Yet?) reflect in online landscap Strong growth projected Smoking ban in Spain in 2011 may have an impact
  20. 20. THE MARKETING AND ADVERTISING
  21. 21. Acquisition channels • Display, SEO, Affiliates • No SEM, Google does not permit (regulation=) • Branding: Futbol – Shirts – Partnership Betfair + Barca – MiApuesta y microsites
  22. 22. The Future Regulated market - Large international players enter market - In some cases, blocking of IPs from non regulated operators - Prohibition of advertising for non regulated operators
  23. 23. The Future II Media partnerships - UK: BskyB + betting partner - UK: Daily Mirror, Sun : bingo partner - FR: TF1 with FdJ (former state monopoly)
  24. 24. Conclusion 1. Spain has embraced internet gambling, especially sports. Strong growth projected 2. Regulation will bring long term investment of international operators into Spain • Not performance, also branding • Media Partnerships Both factors an important consideration for Digital and Non Digital media owners
  25. 25. Q and A Q and A
  26. 26. Thank you Willem@vanoort.org

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