Betting through the mobile phone has been a disappointment so far but a combination of three important factors means that this neglected segment of the market is now about to lift off.

Warwick Bartlett Lead Partner of Global Betting and Gaming Consultants (GBGC) in his opening presentation to the M for Mobile Conference in London on Tuesday 22nd January said that a combination of three crucial factors was creating a perfect storm of opportunity for the Mobile Gambling Operators.

1. He cited better mobile phone handsets and the innovative apple iphone as being more functional and sophisticated with better screens and keyboards enabling mobile gambling operations so much easier.
2. The traditional on line and offline businesses has now reached maturity and the gambling companies were in earnest looking for new products that would reach new consumer segments. Many and in particular the majors like Ladbrokes, William Hill and Bet 365 are investing in mobile gambling and their marketing spend will do much to promote this hitherto neglected segment of gambling.
3. Finally the software providers had listened to their customers and responded with much more user friendly easier to navigate products.

Quoting from the GBGC's latest report Mgaming for the Future, Bartlett predicts the market will grow at 26% CAGR up to 2012 with Asia representing 67% of the total market, the UK would take 11% with the Rest of Europe 22%.

However Bartlett warned that with almost 100% penetration of mobile phones in Europe social responsibility is a key issue. The industry must be mindful that a large section of mobile users are under 18 years of age and know you customer software is vitally important.

The report is available through www.gbgc.com

Source:Global Betting and Consultants press release