E-GAMBLING. BETTING ON THE MOVE The modern way: How to make the best bets safely using the latest technology. No.1/September 10 GUIDE

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1 A SUPPLEMENT BY MEDIAPLANET DISTRIBUTED WITHIN THE INDEPENDENT No.1/September 10 E-GAMBLING THE COMPLETE GUIDE TO TODAY S GAMBLING BETTING ON THE MOVE The modern way: How to make the best bets safely using the latest technology Good odds Betting exchanges have transformed the way people bet INDEPENDENT BETTING ADJUDICATION SERVICE On the go Place your bet wherever you are using your mobile GLOBAL BETTING AND GAMING CONSULTANTS PHOTO: ISTOCKPHOTO.COM BET 5 FOR A 10 FREE BET JOIN NOW AT BLUESQ.COM BLUESQ.COM Blue Square encourages responsible gambling, gambleaware.co.uk

2 2 SEPTEMBER 2010 A SUPPLEMENT BY MEDIAPLANET DISTRIBUTED WITHIN THE INDEPENDENT CHALLENGES With easy access and a fun approach, e-gambling has come of age and probably accounts for around 15 per cent of the UK s total gambling market Growing numbers take a punt on e-gambling WE RECOMMEND PAGE 6 Chris O Keeffe Chief executive, Independent Betting Adjudication Service The betting exchanges have radically changed the way many people bet on sports -gambling is a mainstream activity in terms of its use and provides consumers with an accessible alternative to venuebased gambling. It is well regulated and operators have created an environment where gambling is fair, safe, honest and fun. The online gambling market is a fiercely competitive one which forces operators to provide the best products and the best service available if they are to thrive. It also means that they operate within tight margins. This is all good news for their customers who for a sports event, like the Ryder Cup, can shop around for the best prices. After a few minutes of internet browsing they can be sure they are getting the best value bet anywhere. In days gone by odds would have been offered only before an event began and on a very limited number of options, most obviously, for example, a straight choice on whether to bet on Team Europe or Team USA to come out on top. However, one of the fastest growing forms of betting has become in-play or in-running betting where the odds are constantly revised and updated during an event so that bettors have the option of waiting to see how things are developing before getting involved, or even more involved. The range of bets has also expanded dramatically because the internet allows online betting operators the freedom to do that. Coming back to the Ryder Cup, far from it being a straight choice between which team might win, a quick look at an odds comparison website shows that between them online betting operators are offering over 50 different markets, which should be enough to satisfy even the most ardent fan. To make sure they get the best range of choice and benefit from the many special offers that are always available, it is very common for online gamblers to have accounts with five Clive Hawkswood Chief Executive, Remote Gambling Association It is very common for online gamblers to have accounts with fi ve or six companies, but there is nothing wrong with starting in a small way with just one operator or six companies, but there is nothing wrong with starting in a small way with just one operator. They all have simple and secure registration processes and even the novice, or casual gambler, will find them easy to use. Customer services staff are there to answer telephone or queries if anything is unclear, but the websites themselves will all carry details about the types of bets available and the terms and conditions that apply. Finally, whatever form of gambling people might be considering, or are already taking part in, irrespective of whether it s online, in a betting office, a bingo club, or a casino, they should always remember to gamble responsibly. And if, as the vast majority of customers do, they can stick to that rule then their biggest challenge will be making the right bets and picking as many winners as possible. On that note it is worth pointing out that Team Europe are favourites to win the Ryder Cup... Social Networking p4 1. E-Gambling isn t as isolated as stereotypes suggest Tips for mobile gambling p6 2. The safe way to use your mobile to place a bet We make our readers succeed! E-GAMBLING, 1ST EDITION, SEPTEMBER 2010 Managing Director: Willem De Geer Editorial Manager: Katherine Woodley Business Development Manager: Chris Emberson Project Manager: Matthew Demain Phone: matthew.demain@mediaplanet.com Distributed with: The Independent Print: The Independent Mediaplanet contact information: Phone: Fax:

3 SPORT Online betting it s no snail race! Online and mobile betting accounted for over 75 percent of the bets placed on the 2010 Germany predictably broke all kinds of records for online turnover on a introduction of a raft of special the referee s pencil! Coupled with new strides in mobile technology these opportunities to wager came application experienced a record day for bets placed on the afternoon of Eng la nd s ex it at t he ha nds of Germany. match choice. No more nipping out in your lunch hour to place a bet in a shop hours before the teams have actually got to the World Cup Final back in July, but punters haven t always had it so easy. Just 12 years previously you could only get an interest on the betting shop or were one of the few markets not seen by the wider public, but originating from City based spread-betting. Markets on the number of corners and offsides stood side by side on the computer screen with the traditional selection Blue Square s iphone application experienced a record day for bets. This football season, people are increasingly using the advances of the mobile brand to bet whilst in the stand before and even during matches they are attending. One acquaintance who stadium. Using one of many team news and statistics sites, all the information is accessible at the click of a mouse before parting with that hard earned cash. Of course this isn t restricted to to have a telephone bet t ing account. feet from his phone told me that he betting on the Beautiful Game. The pre-smoking ban fog as irritant correct score. watched the whole of the Manchester From traditional wagering on as the 9p in the pound taxed on Back then it would have been United versus Liverpool game on Horse Racing to bets on the winnings or stake. considered that there wasn t much Sunday, including placing a number World Series of Poker, even the of bets - all from the comfort of a General Election and who knows UK company to take bets via the Blue Square s very own offering of children s party he d accompanied maybe even the return of the internet barely 10 months after the streaming live snail racing was his youngest son to. How the other racing snails. euphoria of a French win had died probably ahead of its time considering parents at the busy soft play centre Visit bluesq.com now for down on the streets of Paris. On the lack of broadband. Customers reacted to that display of behaviour a huge range of markets the information super-highway a lapped up the novelty factor and some didn t cross his mind as his correct including this week s Ryder new breed of gambler was evolving score bet placed during the game for Cup battle between Europe as quickly as the industry itself. By United to win 3-2 was secured in the and the USA the time it was the turn of Japan and rapid progress, then the next eight last ten minutes. South Korea to host the tournament in 2002 a fully established and most saw a multiplication that was hard Blue Square s new iphone app - Betting on your mobile just got easier The real pleasure can be had during those Champions League nights when, importantly, regulated alternative to a trip to the betting shop was available. 500 clickable suggestions across a range of markets that just about stopped at predicting the colour of in an easily packaged handheld laptop at the ready, Blue Square customers can access bets on all the live markets they want whilst using

4 4 SEPTEMBER 2010 A SUPPLEMENT BY MEDIAPLANET DISTRIBUTED WITHIN THE INDEPENDENT A SUPPLEMENT BY MEDIAPLANET DISTRIBUTED WITHIN THE INDEPENDENT SEPTEMBER NEWS SOCIAL NETWORKING SITES SHOW THE WAY Question: Gambling is a sociable activity, so how does E-gambling help people to make friends? Answer: Many sites now organise community outings and also have forums where members can get to know each other Gambling is an inherently social activity. Whether they are race-goers cheering horses at the Grand National, friends who enjoy a weekly poker game, or groups going to late-night casinos, gamblers are as much in search of human contact as the thrill of a punt. For example, for many women the night out at the bingo club has traditionally been a perfect excuse for getting together in a fun environment. The stereotypical image of online gambling doesn t fit this picture of sociability, but this perception is outdated according to Lorien Pilling, Head of Research, at Global Betting and Gaming Consultants. The stereotypes about the industry are mainly untrue. There s lots of good work promoting social activities, Pilling said. Online gambling doesn t have to be an isolated activity and can be a way of making friends. Pilling said the development of the social aspect of E-gambling was part of the wider trend of social networking that has arisen in recent years through websites such as Facebook and MySpace. E-Gambling has been swept up in this trend. For example, Zynga s Texas Hold em Poker application for Facebook is one of the most popular on the site with 6m daily active users and 33m monthly active users, said Pilling. The stereotypes about the industry are mainly untrue Lorien Pilling Head of Research, Global Betting and Gaming Consultants Social networking has helped E- gambling appeal to females, too. Internet bingo has been marketed firmly at females: 888 Holdings Bingo website has the URL 888Ladies. com; TV adverts for online Bingo tend to feature women, and many Bingo sites are predominantly pink. Bingo websites also stress community aspects and many have a specific community tab. Players can chat to each other and create profiles. The websites have a magazine feel, with blogs and a forum, and there are associated Facebook pages and Twitter feeds. Online bingo is a great way of making friends, Pilling said. Nearly all 120 online bingo sites offer similar activities. Last year, for example, Foxy Bingo held a Foxy Ladies Day and a Foxy Bingo Cruise from Hull to Amsterdam. Before bingo sites took off, online gambling was male-dominated through harder gambling, such as casinos and poker. But the promotion of online communities has changed the nature of the game. DAVID SMITH A SOCIAL EVENT The social interaction that takes place when gambling has been adopted online with social networking features included on many sites PHOTO: ISTOCKPHOTO.COM Mobile gambling is odds-on to expand The market for mobile gambling is set to soar as advancing technology makes it easier to study complex odds, gain faster access to the internet and place bets while you are at live games Mobile technology was hyped as the next big thing long before its time. Marketers created a cartoon WAP surfing at high speed through information space, but the reality was not as great and the acid test was always whether gamblers used it. They didn t. The old Nokia and Motorola models were not user-friendly enough. Screens were too small to allow easy scrolling, which made it hard to place all but the simplest bets, said Warwick Bartlett, CEO of Global Betting and Gaming Consultants. Since then, technology has advanced. Bigger screens on iphones make it easier to scroll and see all the offers. It s also connected to the internet, which speeds it up. Warwick Barlett CEO of Global Betting and Gaming Consultants The next generation of phones will be even faster than desktop-based computers. The ipad is a wonderful invention. The bigger screen makes it easier to study complex odds. It works through Wi-Fi which is not available everywhere, but soon it will be connected to the mobile phone system and will have a big influence. Advancing technology facilitates in-play betting. Imagine being at a football match and Manchester United go 1-0 down to Bolton. You fancy them to come back, so you study the odds on your phone and place a bet. Mobile technology also opens up new markets, as Barlett explains, In Nigeria, a country of 150m people, there s no broadband so people use mobiles to gamble. In Ghana, they place lottery bets using mobiles. Basically it works well for quick bets, such as roulette and blackjack, but less well for a game like poker because it s too time-consuming. The market will grow and grow as the technology improves. DAVID SMITH 6 LORIEN PILLING S TOP TIPS FOR MOBILE GAMBLING Get the right kit Choose a handset with good 1 features for mobile gambling: screen size, interface, internet technology, battery life Explore your phone If it is a new handset take 2 time to learn about its features and capabilities to get the best experience from mobile gambling Check the background Choose games, applications, 3 and websites from reputable licensed operators. Research who owns them and where they are based Use free sites first Practise on free play sites or 4 games before playing for money, especially with new games Get the best deal 5 Seek out the best bonus deals for opening a new account Be cautious 6 Do not disclose your account details to others Let s keep it fun Helping you stay in control of your gambling Advice and support

5 6 SEPTEMBER 2010 A SUPPLEMENT BY MEDIAPLANET DISTRIBUTED WITHIN THE INDEPENDENT INSPIRATION Bringing the casino into your home To make the home gambling experience more real, sites try to replicate the feel of a high-street bookie, and being in a real casino LIVE BETTING Betting exchanges allow you to bet on live games at better odds than you d find in the bookies PHOTO: ISTOCKPHOTO.COM Improving the odds Question: How has E-Gambling made it easier to find the best odds? Answer: Customers can browse odds on different sites, or use betting exchanges to get a better deal You can bet at work or home, going into town, or use your mobile at a live match HOW WE MADE IT Once upon a time finding the best odds on a sporting event was so troublesome that most punters didn t even bother trying to compare odds at different bookies.they just went to their local high street and settled for what was on offer at their local bookie. The internet makes that approach inexcusable. It s possible to browse the odds at the click of a mouse and select the best ones. When it comes to searching for the best odds, however, the biggest development has been the rise of betting exchanges, including Betfair, Betdaq, Betsson and World Bet Exchange (WBX). The biggest of them, Betfair, has a turnover of 50m a week. The betting exchanges have radically changed the way many people bet on sports. It s the 21st Chris O Keeffe Chief executive, Independent Betting Adjudication Service century approach, said Chris O Keeffe, the chief executive of the Independent Betting Adjudication Service (IBAS). Rather than taking the industry standard starting price, they allow bets to be placed on the ex- change. The Betfair Starting Price is determined by balancing bets from customers who want to back, say, a horse, or a tennis player, with those who wish to lay. As there s no bookmaker s edge built in, the odds are usually better. FACTS ON E-GAMBLING AND MOBILE GAMBLING The Gambling Commission encryption technology to transmit oversees E-gambling in the UK private data to ensure it is fair. There were 382 Betfair processes over 5 remote gambling operators licensed million transactions daily, more than in 2009 Europe s stock exchanges The UK government also The Independent Betting recognises E-gambling licences Adjudication Service adjudicates issued by Antigua, Alderney, in disputes between E-gambling Gibraltar, Isle of Man, Tasmania, and companies which are IBAS members EU member states like Malta and customers E-gambling websites use WARWICK BARTLETT, CEO OF GLOBAL BETTING AND 128-bit SSL (Secure Socket Layer) GAMING CONSULTANTS Betfair claims on average 20 per cent better odds than traditional bookies. Better odds are reason enough to bet online, but there are other reasons. It s more efficient because there are no scraps of paper - a relic of the 1950s when bookies runners carried the slips around. Betting online is more efficient and clinical. Convenience is another factor. You can bet at work or home going into town, or use your mobile at a live match. There are now so many sports to bet on and so many types of bet, it s easier to study online, said O Keeffe. The year olds are in the habit of doing everything online, and many women are put off by the bookie s atmosphere, and feel more comfortable betting at home. The disadvantage is you don t get the buzz of the bookie s shop. You don t get all the talk about the one that got away. But online forums where gamblers exchange views, tips, and ideas, are popular and replicate that communal feel at the bookie. Recent developments in online technology have made home gambling a more satisfying and sophisticated process. Lorien Pilling,Head of Research at Global Betting and Gaming Consultants, says the home experience now mirrors the feel of a high-street bookie, or a real casino. On some casino sites, you create a character, choose their dress and give them a name. Your alter ego moves around in a full casino landscape, from roulette table to poker table, to slot machine. It gives a feel of a casino at home, Pilling said. Sports fans can gamble on events they watch live on-site. It s like a bookie where you watch events live. Ladbrokes online TV might show live racing or tennis. Some sites show basketball and American football, Pilling said. Racing Post form guides help create the illusion of being at the bookie. These are pinned on the wall at the bookie, but you just click a button and read the form online, said Pilling. Before taking advantage of online sites, it s essential to make sure you have a reliable broadband internet connection. There s nothing worse than being in a poker hand when connection is lost.you have to fold the hand, said Pilling. The second thing to do is research the sites. You should like their graphics and games. Some specialise in minority sports.they have to be reliable,so read reviews and make sure they pay on time. Study sites comparing sign-up bonuses. You may find one that doubles your deposit. NAME DAVID SURNAME SMITH DAVID SMITH name.surname@mediaplanet.com

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