Mobile Gambling is Recession-Proof

The busy bees over at Juniper are in a pre-Christmas frenzy it seems; they're very active recently (see here and here). Today, they have enlightened us yet again: according to their latest report, there is a niche sector that will actually be completely unaffected by the doom and gloom of the world economy, and that is mobile gambling. They predict this segment to double in size in 2009 to a not too shabby $3.6bn, 30% of which to be coming out of the UK.

However, 3/4 of that are said to come from betting, which is to say it is mainly an extension of existing betting business: Ladbrokes, Bwin, William Hill, etc, all run mobile sites funneling punters into their regular business. The second-largest sector is casino games, which would be the likes of IGT-owned Million-2-1 early movers Spin3 and the likes. And there is presumably poker (Cecure Gaming has captured a good position there it seems: live on all UK operator decks).

What they don't say is if the numbers quoted are gross turnover or only the rake (which is only a small fraction of the total). But the rationale convinces me, too: people will gamble. Hope is a powerful consumer value driver! 

Juniper to the Rescue...

We can depend on the researchers from Juniper after all (or maybe they simply felt bad after reading my post on their last report). Whichever the reason, apparently the mobile content industry could be worth a hefty $167bn (!) if - yes, if - the operators would resolve to allowing a workable commercial environment, namely by limiting themselves to lower revenue shares. Whatever the caveats (which are, as usual, hidden in the expensive main report) this number is topping even the loftiest predictions to date; right on in times of the doom and gloom. The key apparently lies in whether operators would act as dumb pipes (no richness for anyone) or a smart pipe (lots of play money for all players on the value chain). In their own words:

"If MNOs are to benefit financially, they need to move away from their Dumb Pipe roots to the Smart Pipe model, though they will clash with the content providers which already dominate the Smart Pipe. A compromise needs to be found."

A smart pipe is understood as one where operators would offer flexible, application-centric value configurations, allowing lean, efficient content offerings from third parties. A dumb pipe is one where content (and value) would merely rush through the pipe without any value being added by the operator. The prevailing model in the mobile games world, namely the on-portal approach where operators implement comprehensive vertically-integrated models ("walled gardens") is suggested to be somewhat doomed as content providers would gain bargaining power (presumably through consolidation of the supply side plus entry of meatier traditional media players in music, video and TV).

This is all pretty speculative though, and without some background it is quite frankly impossible to analyse the numbers some more. Mobile content appears to include (as per their report from March) games, music, video, TV, social networking, adult content, gambling and so on, and so forth. However, the exact calculatory basis is again hidden in the depths of the report, so I don't know (do they e.g. take the gross gambling revenue or on;y the rake, which is only a few percentage points of the former). Anyhow, due to these foggy conditions, commentators seem to either merely re-print the PR blurb or mock it (Stuart Dredge thinks that "only gas could do that kind of money"), which is a shame really; just think what you could with this much money...