The State of the Industry: Sports Affiliate Marketing in Australia The sports affiliate marketing industry has blossomed in Australia with "free bets" luring huge numbers of sports bettors online yet with UK bookmakers (PaddyPower, Betfair and 888Sports) launching in Australia, the encumbent corporate bookmakers face challenges ahead. Whilst global affiliate trends such as transperancy, compliance shape product innovation and real time data drive affiiliate marketing operators decisions, the industry is undergoing rapid change. Learn more from one of Australia's most successful and experienced affiliate, Marc Phillips.

1. The State of the Industry:
Sports Affiliate Marketing
in Australia
By Marc Phillips
©2010 SportBets.com.au, Inc. All Rights Reserved. Proprietary and Confidential

2. About Me
Registered 200+ domain names whilst at Melbourne University (1988-1993).
Founded APT Strategies in 1993 and sold to Jupiter Research (now Forrester) in
1999.
2003: Co-Founder of Australia's leading affiliate company - Commission
Monster acquired in 2007.
Founding shareholder of Silicon Valley based GlanceGuide, an online video
metric solutions provider acquired by Nielsen in 2010.
Founder/CEO SearchForecast which provides web-publishing software/services
for search engine techniques. Clients include News Corp, BBC, St.George Bank,
Golden Casket, Sportingbet, 888 Holdings, EuroPartners.
Shareholder of Silicon Valley start ups (Geodelic, Localyte, Playhaven, Sonim,
AdSemble, Flaii Networks, MyLawsuit).
Advisory board for Parallel Capital Early Stage Venture Capital Limited
Partnership and ATPI, largest incubator in Australia.
©2010 SportBets.com.au, Inc. All Rights Reserved. Proprietary and Confidential

3. The Online Betting RoadMap
World Wide Web Global Mobile Web
1996 2001 2003 2007 2010
USA bans International Betfair Lobbying for
online Expansion - Launches InPlay & Running
betting UK is in Australia Betting
epicenter
Bingo, Poker,
Casino on Net Bacarat, Mahjong 888 & Playtech Focus on
Launch targeting - More seek IPO International
USA international Markets
games
©2010 SportBets.com.au, Inc. All Rights Reserved. Proprietary and Confidential

4. Limited Supply Keeps Payouts High
©2009 Bets.com.au, Inc. All Rights Reserved. Proprietary and Confidential
* Need to revise this yet again

5. State of Play.......
• Australia is profitable for everyone
• $150 CPL and up to 40% revenue share
for affiliates
• Freebets don’t yield higher profits
• Limited white-labels, entry via acquisition
• Are Exchanges too difficult?
• Explosive growth in sports, poker, bingo,
entertainment betting online
©2010 SportBets.com.au, Inc. All Rights Reserved. Proprietary and Confidential

6. Affliate Revenue by Sports
Sports Affiliate Revenue By Sports Category
10%
10%
20%
60%
Horseracing AFL/NRL Majors Special Events
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7. Global Online Betting and Affiliate Marketing Trends
• Australia/Asia is a focus, IPL & YouTube
• Live Football is 50% of EU market
• Rise of Entertainment/Novelty Betting
• Video Lead Generation and TV Advertising
• Poker Tournament numbers increasing
• eBay moving from CPL to CPC based on
quality of traffic and conversions
What’s the word?
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8. International Market
Interactive Betting via
Average Lead is 20-25 GB Pounds and 20% revenue share
Source: CJ.com
©2010 SportBets.com.au, Inc. All Rights Reserved. Proprietary and Confidential

9. Live Betting
• Exciting innovation - works in
footy, cricket, soccer
• 50% of Football Betting in EU
is Live!
• Your team can’t win every
week
• Cricket - scoring 100 once a
batsman reaches 50
• Lesser time for bookies to
adjust odds creates betting
opportunities.
24 ©2009 Bets.com.au, Inc. All Rights Reserved. Proprietary and Confidential
* Need to revise this yet again

10. Owning Traffic Keywords
©2010 SportBets.com.au, Inc. All Rights Reserved. Proprietary and Confidential

11. Trends: Entertainment Betting
Idol Betting
European Promotions
Global Song Contests
Personality Celebrity Betting
Interactive Betting via
Local TV Celebrities
©2010 SportBets.com.au, Inc. All Rights Reserved. Proprietary and Confidential

12. Will my iPhone App make money?
With the Melbourne
Cup iPhone app is
$3.99.
Average app in USA
is downloaded
120,000 times
Average cost is
$30,000 to $50,000
Apple takes 30% of
the gross revenues
Return on Investment
low
4% use from mobiles
in banking, payments
©2010 SportBets.com.au, Inc. All Rights Reserved. Proprietary and Confidential

13. What’s next? Video Lead Generation
• Impact of Language and Accent
http://888-livecasino.com/specialoffer/?
evScenarioId=494 .
A B
French with +13% conversion French with
English speaker French speaker
24 ©2009 Bets.com.au, Inc. All Rights Reserved. Proprietary and Confidential
* Need to revise this yet again

14. The Velocity of Global Online Betting
Worldwide Active Accounts in Poker and Bingo
15,000.0
11,250.0
7,500.0
Poker
Bingo
3,750.0
0
2003 2004 2005 2006 2007 2008 2009E 2010E 2011E 2012E
Source: 888 Holdings PLC
©2009 Bets.com.au, Inc. All Rights Reserved. Proprietary and Confidential

15. The Velocity of Australian Online Betting
Australian Active Accounts in Poker and Bingo
500
Poker Bingo
375
Active Accoints (000')
250
125
0
2003 2004 2005 2006 2007 2008E 2009E 2010E 2011E 2012E
Source: 888 Holdings PLC
©2009 Bets.com.au, Inc. All Rights Reserved. Proprietary and Confidential

16. Online Poker
Very Popular online game
across all ages
Highest Paying Online
Games @ $600 to $800
per user value
“Poker Ashes”
World Poker Tournament
Promotions
Customer Acquisition:
Quick Play - No Download
$500 First time Depositors Freerolls
Welcome 100% Bonus - Up to $400 paid to first time depositors
©2010 SportBets.com.au, Inc. All Rights Reserved. Proprietary and Confidential

17. Online Bingo
Player Profiles:
Friends & Family game
Older ladies
Internationally popular
Highest Paying Online
Games @ $60 to $80
per user value
Tell a Friend
Promotions - Viral
promotion
High Loyalty - chat
room ensures high
retention rate
©2010 SportBets.com.au, Inc. All Rights Reserved. Proprietary and Confidential

18. The Future
• Lots of opportunity for niche domains in sports other than horseracing
and football
• More compelling banner ads and real time odds in advertisements
• Back to Back CPA deals with low cost inventory (remnant publishers)
• Innovation required by Affiliates for Corporate Bookmakers
• IPL reminds me of Planet Hollywood!
• Too expensive?
• Do Indians Bet online?
24 ©2009 Bets.com.au, Inc. All Rights Reserved. Proprietary and Confidential
* Need to revise this yet again

19. Thank You!
Marc Phillips
Email: marc@sportbets.com.au
Assaf Igell
Business Development/Media
Email: assaf@sportbets.com.au
©2010 SportBets.com.au, Inc. All Rights Reserved. Proprietary and Confidential