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International Advertising Bureau

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

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


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Transcript

  • 1. IAB Spain / Willem van Oort : willem@vanoort.org
  • 2. Inspirational Wwwedding eGaming and Gambling in Spain 22.11.2010 Madrid
  • 3. Doubts…?
  • 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. Introduction : Gaming in Spain • We created a B2B Community 1500 members LinkedIn • Channels: LI, Site, in 2011 Magazine and Industry Conference
  • 6. THE MARKET
  • 7. Gambling vs eCommerce, world
  • 8. The market: EU (land based)
  • 9. Europe – Spain (land based)
  • 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. 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. 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. 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. Apuestas Strongest online gambling products reflects strong interest in Sports Main products Futbol Tennis Basket
  • 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. 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. Sample of Poker (yesterday: World)
  • 18. Casino Low online product penetration from international perspective, reflects land based customer behaviour Main acquisition channel is cross selling with sportsbook
  • 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. THE MARKETING AND ADVERTISING
  • 21. Acquisition channels • Display, SEO, Affiliates • No SEM, Google does not permit (regulation=) • Branding: Futbol – Shirts – Partnership Betfair + Barca – MiApuesta y microsites
  • 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. The Future II Media partnerships - UK: BskyB + betting partner - UK: Daily Mirror, Sun : bingo partner - FR: TF1 with FdJ (former state monopoly)
  • 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. Q and A Q and A
  • 26. Thank you Willem@vanoort.org