Betting on Games

Betting on Games

Ólafur Andri RagnarssonCo-founder and Chief Software Architect

Revenues

Head Quarters Betware Reykjavík

Betware DKBröndbyDenmark

Betware Solutions CA

Kamloops, BC

CertusOdense

DenmarkBetware MadridSpain

Betware Sp. z o.o.WarsawPoland

Betware currently has 101 employees worldwide

History

So what happened in 1995?

In 1995 Margmiðlun started working on the Internet Gaming Solution

Copyright © 2009, Ólafur Andri Ragnarsson

Nordic Marketing Conference of Lottery Companies, Mývatn, September 1995

In November 1996 the first ticket was bought

Next Step was Financing

Games

Traditional Lottery Games

Drawing of lots for a prize

Simple gamesEasy to play – easy to understand

Appeals to everyone

Playing requires knowlegde(or so they think)

Appeals to 18-35 males

Passionate playersSports betting becomes a livestyle

Sports betting playersare loyal – they continueto play the game

Takes some timeEntertainment

Real-time bettingMore Entertainment

Social EntertainmentTakes time

Gaming Trends

The Lottery World

The Game World

The world in 1995

Nice and everybody is happy!

The Lottery World

The Game World

The world in 2000

Thei-gaming

World

D i s r u p ti o n from i-gaming

The Lottery World

The Game World

The world in 2005

Thei-gaming

World

Gambling becomes mainstream – POKER hits off

The Lottery World

The world in 2010

The Lottery World

All Worlds of Games

When Worlds collide - c o n v e r g e n c e

The Lottery World

The world in 2010

The Lottery World

All Worlds of Games

When Worlds collide - c o n v e r g e n c e

Media PortalsMedia Portals

The entrepreneur always searches for change, responds to it, and exploits it as an o p p o r t u n i t y

- Peter Drucker

What technology trends should we be aware of in the next 12-18 months?

Question

Consumer Devices

The Computer and the Internet

disappear

Mobility

People that use Facebook on their mobile devices are50% more active on Facebook than non-mobile users

Copyright © 2009, Ólafur Andri Ragnarsson

Netbooks

Price point is $30025% of laptop sales25-30 million units in 2009

Super Smart Phones

There is no mobile web – it’s only webGenerative PlatformSoftware

Super Smart Phones

3.8 billion connections5% are smart phones

1 billion Apps downloaded from the AppStoreiPhone now available in 81 countriesiPhone has sold 21 million units globally16 million iPod Touches globally

iPhone

Slide from May 2009

E-BooksDigital book sales wentfrom $20 million in 2004to $113 million in 2008

“We’re at a tipping point right now,”- Janet Murray, director of Digital Media at Georgia Institute of Technology

Key Observation

Key Observation

People will have more computing power on their person where ever they go

Key Observation

People will have constantconnectivity

Key Observation

Price is ready for mass-adoption

Key Observation

People will use multiple devices

The traditional retailer sale is declining – on-line is taking over

On-line Communities

The Lottery Consumers are getting older

Photo by: OlsenWeb http://www.flickr.com/photos/olsenweb/

Computing Power

What do Consumers Want?

Computing Power Network Connectivity

What do Consumers Want?

Computing Power Network Connectivity Social Interaction

What do Consumers Want?

Entertainment

Social

Key Observation

The Social Web is Important

Popularity

What is valuable?

The Participant The Provider

•Being known•Having friends•‘Functionality’

•Customer loyalty•Increased online time•User generated information•‘Word of mouth’

This could be valuable?

I’m pretty sure Man. U. beats Arsenal

No way!I’ll bet you they don’t.

I’ll handle your bet for a minor fee. Here is your bet-ticket.

Arsenal WINS!

Wohoo...I told you so.

Bet’s R’Us