SlideShare a Scribd company logo
IAB Spain /
Willem van Oort : willem@vanoort.org
Inspirational Wwwedding
eGaming and Gambling in
Spain
22.11.2010 Madrid
Doubts…?
Introduction GranViaOnline
Past: team of people who worked for online
gambling operators
Started new agency in 2009
Acquisition and Retention marketing for
eGaming
Introduction : Gaming in Spain
• We created a B2B Community 1500 members
LinkedIn
• Channels: LI, Site, in 2011 Magazine and
Industry Conference
THE MARKET
Gambling vs eCommerce, world
The market: EU (land based)
Europe – Spain (land based)
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
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)
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??
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
Apuestas
Strongest online gambling products reflects
strong interest in Sports
Main products
Futbol
Tennis
Basket
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...
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
Sample of Poker (yesterday: World)
Casino
Low online product penetration from
international perspective, reflects land based
customer behaviour
Main acquisition channel is cross selling with
sportsbook
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
THE MARKETING
AND ADVERTISING
Acquisition channels
• Display, SEO, Affiliates
• No SEM, Google does not permit (regulation=)
• Branding: Futbol
– Shirts
– Partnership Betfair + Barca
– MiApuesta y microsites
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
The Future II
Media partnerships
- UK: BskyB + betting partner
- UK: Daily Mirror, Sun : bingo partner
- FR: TF1 with FdJ (former state monopoly)
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
Q and A
Q and A
Thank you
Willem@vanoort.org

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International Advertising Bureau

  • 1. IAB Spain / Willem van Oort : willem@vanoort.org
  • 2. Inspirational Wwwedding eGaming and Gambling in Spain 22.11.2010 Madrid
  • 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
  • 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
  • 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