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Betting on Games<br />Ólafur Andri Ragnarsson<br />Co-founder and Chief Software Architect<br />
Revenues<br />
Betware DK<br />Bröndby<br />Denmark<br />Head Quarters Betware <br />Reykjavík<br />Betware Sp. z o.o.<br />Warsaw<br />P...
History<br />
So what happened in 1995?<br />
In 1995 Margmiðlun started working on the Internet Gaming Solution<br />
Copyright © 2009, Ólafur Andri Ragnarsson<br />Nordic Marketing Conference of Lottery Companies, Mývatn, September 1995<br />
In November 1996 the first ticket was bought<br />
Next Step was Financing<br />
Games<br />
Traditional Lottery Games<br />
Drawing of lots for a prize<br />
Simple games<br /> Easy to play – easy to understand<br /> Appeals to everyone<br />
Playing requires knowlegde (or so they think)<br /> Appeals to 18-35 males<br />
Passionate players<br />Sports betting becomes a livestyle<br />
Sports betting players<br />are loyal – they continueto play the game<br />
Takes some time<br /> Entertainment<br />
Real-time betting<br /> More Entertainment<br />
Social Entertainment<br /> Takes time<br />
Gaming Trends<br />
The world in 1995<br />The Game World<br />The Lottery World<br />Nice and everybody is happy!<br />
The world in 2000<br />The Lottery World<br />The Game World<br />The<br />i-gaming<br />World<br />Disruption from i-gami...
The world in 2005<br />The<br />i-gaming<br />World<br />The Lottery World<br />The Game World<br />Gambling becomes mains...
The world in 2010<br />The Lottery World<br />The Lottery World<br />All Worlds of Games<br />When Worlds collide - conver...
The world in 2010<br />The Lottery World<br />The Lottery World<br />All Worlds of Games<br />Media<br />Media<br />Portal...
The entrepreneur always searches for change, responds to it, and exploits it as an opportunity<br />- Peter Drucker<br />
Question<br />What <br />technology trends should we be aware of in the <br />next 12-18 months?<br />
Consumer Devices<br />The Computer and the Internet disappear<br />
Mobility<br />People that use Facebook on their mobile devices are<br />50% more active <br />on Facebook than non-mobile ...
Copyright © 2009, Ólafur Andri Ragnarsson<br />Netbooks<br />Price point is $300<br />25% of laptop sales<br />25-30 milli...
Super Smart Phones<br />There is no mobile web – it’s only web<br />Generative Platform<br />Software<br />
Super Smart Phones<br />3.8 billion connections<br />5% are smart phones<br />
iPhone<br />Slide from May 2009<br />1 billion Apps downloaded from the AppStore<br />iPhone now available in 81 countries...
E-Books<br />Digital book sales wentfrom $20 million in 2004to $113 million in 2008<br />“We’re at a tipping point right n...
Key Observation<br />
Key Observation<br />People will have more computing poweron their person where ever they go<br />
Key Observation<br />People will have constant<br />connectivity<br />
Key Observation<br />Price is ready for mass-adoption<br />
Key Observation<br />People will use multiple devices<br />
The traditional retailer sale is declining – on-line is taking over<br />
On-line Communities<br />
The Lottery Consumers are getting older<br />Photo by: OlsenWeb http://www.flickr.com/photos/olsenweb/<br />
What do Consumers Want?<br />
What do Consumers Want?<br />
What do Consumers Want?<br />
Entertainment<br />Social<br />
Key Observation<br />The Social Web is Important<br />
Popularity<br />
What is valuable?<br />
This could be valuable?<br />
I’ll handle your bet for a minor fee. Here is your bet-ticket.<br />I’m pretty sure Man. U. beats Arsenal<br />No way!<br ...
Betting on Games
Betting on Games
Betting on Games
Betting on Games
Betting on Games
Betting on Games
Betting on Games
Betting on Games
Betting on Games
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Betting on Games

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Betting on Games

How do you get people to pay for playing games? How to get them to pay up for each and every time they play? And still have fun. Well, let them make a bet.

The first on-line lotteries opened in 1996 and since then the lottery and i-gaming industries have moved into more entertaining games. While traditional lottery games appeal to the older crowd, the younger generation that grew up on-line, are playing more entertaining games, like Poker, Blackjack, and Bingo, sports betting games like live betting, multiplayer games like Yatzy and Ludo.

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Betting on Games

  1. 1. Betting on Games<br />Ólafur Andri Ragnarsson<br />Co-founder and Chief Software Architect<br />
  2. 2.
  3. 3. Revenues<br />
  4. 4. Betware DK<br />Bröndby<br />Denmark<br />Head Quarters Betware <br />Reykjavík<br />Betware Sp. z o.o.<br />Warsaw<br />Poland<br />Certus<br />Odense<br />Denmark<br />Betware Solutions CA<br />Kamloops, BC<br />Betware <br />Madrid<br />Spain<br />Betware currently has 101 employees worldwide<br />
  5. 5.
  6. 6. History<br />
  7. 7. So what happened in 1995?<br />
  8. 8. In 1995 Margmiðlun started working on the Internet Gaming Solution<br />
  9. 9.
  10. 10.
  11. 11. Copyright © 2009, Ólafur Andri Ragnarsson<br />Nordic Marketing Conference of Lottery Companies, Mývatn, September 1995<br />
  12. 12.
  13. 13. In November 1996 the first ticket was bought<br />
  14. 14. Next Step was Financing<br />
  15. 15. Games<br />
  16. 16. Traditional Lottery Games<br />
  17. 17. Drawing of lots for a prize<br />
  18. 18.
  19. 19. Simple games<br /> Easy to play – easy to understand<br /> Appeals to everyone<br />
  20. 20.
  21. 21. Playing requires knowlegde (or so they think)<br /> Appeals to 18-35 males<br />
  22. 22. Passionate players<br />Sports betting becomes a livestyle<br />
  23. 23. Sports betting players<br />are loyal – they continueto play the game<br />
  24. 24.
  25. 25.
  26. 26. Takes some time<br /> Entertainment<br />
  27. 27.
  28. 28. Real-time betting<br /> More Entertainment<br />
  29. 29.
  30. 30. Social Entertainment<br /> Takes time<br />
  31. 31. Gaming Trends<br />
  32. 32. The world in 1995<br />The Game World<br />The Lottery World<br />Nice and everybody is happy!<br />
  33. 33. The world in 2000<br />The Lottery World<br />The Game World<br />The<br />i-gaming<br />World<br />Disruption from i-gaming<br />
  34. 34. The world in 2005<br />The<br />i-gaming<br />World<br />The Lottery World<br />The Game World<br />Gambling becomes mainstream – POKER hits off<br />
  35. 35. The world in 2010<br />The Lottery World<br />The Lottery World<br />All Worlds of Games<br />When Worlds collide - convergence<br />
  36. 36. The world in 2010<br />The Lottery World<br />The Lottery World<br />All Worlds of Games<br />Media<br />Media<br />Portals<br />Portals<br />When Worlds collide - convergence<br />
  37. 37. The entrepreneur always searches for change, responds to it, and exploits it as an opportunity<br />- Peter Drucker<br />
  38. 38. Question<br />What <br />technology trends should we be aware of in the <br />next 12-18 months?<br />
  39. 39.
  40. 40.
  41. 41. Consumer Devices<br />The Computer and the Internet disappear<br />
  42. 42. Mobility<br />People that use Facebook on their mobile devices are<br />50% more active <br />on Facebook than non-mobile users<br />
  43. 43. Copyright © 2009, Ólafur Andri Ragnarsson<br />Netbooks<br />Price point is $300<br />25% of laptop sales<br />25-30 million units in 2009<br />
  44. 44. Super Smart Phones<br />There is no mobile web – it’s only web<br />Generative Platform<br />Software<br />
  45. 45. Super Smart Phones<br />3.8 billion connections<br />5% are smart phones<br />
  46. 46. iPhone<br />Slide from May 2009<br />1 billion Apps downloaded from the AppStore<br />iPhone now available in 81 countries<br />iPhone has sold 21 million units globally<br />16 million iPod Touches globally<br />
  47. 47. E-Books<br />Digital book sales wentfrom $20 million in 2004to $113 million in 2008<br />“We’re at a tipping point right now,”<br />- Janet Murray, director of Digital Media at Georgia Institute of Technology<br />
  48. 48. Key Observation<br />
  49. 49. Key Observation<br />People will have more computing poweron their person where ever they go<br />
  50. 50. Key Observation<br />People will have constant<br />connectivity<br />
  51. 51. Key Observation<br />Price is ready for mass-adoption<br />
  52. 52. Key Observation<br />People will use multiple devices<br />
  53. 53. The traditional retailer sale is declining – on-line is taking over<br />
  54. 54. On-line Communities<br />
  55. 55. The Lottery Consumers are getting older<br />Photo by: OlsenWeb http://www.flickr.com/photos/olsenweb/<br />
  56. 56. What do Consumers Want?<br />
  57. 57. What do Consumers Want?<br />
  58. 58. What do Consumers Want?<br />
  59. 59. Entertainment<br />Social<br />
  60. 60. Key Observation<br />The Social Web is Important<br />
  61. 61. Popularity<br />
  62. 62. What is valuable?<br />
  63. 63. This could be valuable?<br />
  64. 64. I’ll handle your bet for a minor fee. Here is your bet-ticket.<br />I’m pretty sure Man. U. beats Arsenal<br />No way!<br />I’ll bet you they don’t.<br />Wohoo...<br />I told you so.<br />Arsenal WINS!<br />Bet’s R’Us<br />

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