GameWays
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British
Pop Gaming – Optimizing for Export?
The U.S.A., long-considered marketer-par-excellence
of leisure gaming and the birthplace of the Internet, continues to
support a policy of “Prohibition”-style
domestic laws in an attempt to restrict tele-gaming (i.e., remote-access phone,
PC, digital-appliance, etc.) within its borders. Since the vast majority of Internet gaming conducted by Americans
already originates extra-jurisdictionally – from largely unverifiable,
unaccountable, and un-taxable (by the US state and federal governments)
operators, this strategy does little to advance US federal and state interests
to harness safe, online gambling supply or the potential benefits it could
receive there from in it’s quest for passive tax revenues.
Some other national governments are more responsive
to reverse this 7-year, extra-jurisdictional drain of business by legalizing
and regulating chance gaming online. Most countries’ current e-gaming policies
restrict e-gaming operation to incumbent monopolist agencies, e.g., the French
PMU, the Austrian Lottery. Limiting
playership to domestic residents only, heretofore few Western state-run gaming
agency’s strategies have aimed to poach customers’ across-borders for their
recreational gaming expenditures, so profitably for the off-shore tax-havens
that have.
But Britain, whose Sir Francis Drake interrupted
pirate gold shipments from the Caribbean Sea 400 years ago, may once again be
taking aim at the pirates’ broadside.
In the process, they bring the global gaming industry to the crossroads
of remaking gaming – perhaps in Britain’s own image. Notice a trademark
similarity to two generations ago, when British culture refined America’s taboo
invention of rhythm and blues and then sold it back to the world as its own,
improved brand of entertainment.
Well, Britain’s back – with a thorough plan to remake its own domestic
gaming as one of the foremost in the world.
As part of the process to create order from the
evolved quagmire of 40-years of gaming media provisions, the UK Government’s
proposed Gaming Reform incorporates a laissez-faire endorsement of
e-gaming. While most traditional gaming industry’s focus has been on the
promise of recreating Atlantic City in Blackpool, members of Nevada’s licensed
Establishment, long-forced to wait out unlicensed e-gaming, are taking a
second-look at the promise of opportunities afforded through Britain’s promoting
the licensing and regulation of online-casinos directed at domestic and
(discretionarily) international (including North American and Asian) customers.
Why Britain?
British popular culture is notably more game-active
than most others’. “British TV is
representative of it’s culture’s puzzle-solving pre-disposition,” according to
culture guru Peter York at the Edinburgh TV Festival. “This is particularly
evident in our proliferation of reality game shows.”
The game-show format-creation industry traditionally
attributed to Holland’s Endemol (“Big Brother”) has become dominated by British
companies, both for domestic and international markets. This trend was also
noticeable at the Cannes International TV & Media Festival, where the
Marina, formerly reserved for celebrities, now features an abundance of British
companies’ game-show formats. Remarked
ReedMidem’s Raphaële Vallauri, ““While
the Internet may have been invented in America, Europe may have been the more
pensive, added higher-style, and now Britain seems quite effective at
harnessing it for game play.”
What
effects will sanctioning e-gaming create?
While countries empower their existing gaming
monopolies to expand online, the repercussions of e-gaming legalization may be
most dramatic upon domestic society and the global industry from the current
steps taking place in Great Britain. The UK Government has had a tradition of
upholding competition to its’ owned-and-run gaming (e.g., on-course pari-mutuel
racing) through licensing and taxing commercial gaming (e.g., bookmaking,
sports pools). The concessions to
gaming companies for lost-business resulting from the establishment of the UK
National Lottery are part of the genesis of the proposed reformation. The
bold-step towards legitimization of privatized online-gambling will serve to
create unprecedented, competitive challenges and opportunities within the
marketplace, i.e., challenges to regulators in creating fair-policy while
fostering growth, and secondly, challenges and opportunities to commercial
gaming enterprises in an attempt to “mass-consumer-ize” online gaming within a
regulated environment.
“Well, it should bring some of that betting revenue
back onshore, including those in the Caribbean,” intimated Clive Hawkswood of
the Department of Media, Culture and Sport, who’s crafting the new code,
referring to the UK gaming brands who’ve gone offshore. “But it’s also an
anti-organized crime measure – truly accountable gaming. This solves
Washington’s concerns about reported consumer fraud and money laundering in the
Caribbean in a way that Washington hasn’t. We’ll vet them before we license
them- and many won’t pass.“
How deep will this vetting reach? Will it be as
extensive as Nevada’s? And how
stringent should their licensing standards be?
For example, while American regulators might argue that any ‘bootlegger’
who, in the face of a violation of law, or without a clear legality, operating
during an absence of prosecution ought to be precluded from state sanctioning
as a form of penal enforcement, in Britain, no law prohibited offshore
operation and thus would not be considered a violation. Will British standards establish a de facto
“morality whitewash” for some unscrupulous, consumer-frauds who’ve flaunted
their ill-gotten gains - while thumbing their noses at the state, the
legitimate industry, and most reprehensibly, at the consumers potentially
defrauded?
Who Will The Public Choose to Gamble With and Why?
Online established brands have captured mind-share and market-share in
face of the cautious traditional casino operators, the UK’s betting shop titans
are attempting to flex their muscle, with William Hill and Coral/Eurobet flush
with $1 billion of investment capital apiece.
But will they purchase new customers, or the companies that currently
have them? What value do which brands
have in the new e-gaming space? What value does a U.S. resort casino name carry in international markets?
These issues were addressed in the seminar “Marketing
and Advertising Opportunities for the Casino, Gaming, and Betting Industries,”
coordinated by Samantha Byrne and Suki Scade of the ATE Conferences Division in
London. The UK government, in the process of revamping gaming legislation and
administration in a formidable effort by the Department of Culture, Media and
Sport, is attempting to create a mostly-level-playing-field for commercial
gaming.
DCMS Gambling Review Project Manager, David Bawden is
wrestling to create regulation that, in his words, “strikes a balance between
promotion of a leisure product and protection of the vulnerable.” In their
attempt to address global-online gaming revenue opportunities for the
government through taxing commercial casino interests (while the National
Lottery wrestles with the World Lottery Association’s provisos against
cross-jurisdictional online sales), lawmakers must also remain sensitive to
matters of European Law.
“The laws applicable to the promotion of gambling
services are in a mess,” according to speaker Giles Crown, senior
communications lawyer with the London office of Lewis Silkin. “ For example, it is permissible to sell lottery
tickets for European Union lotteries online in the UK, but such lotteries
cannot be promoted in this country.”
While the government pursues a complete revision of gaming
administration and regulation, commercial gaming and its support industries
(including product development, marketing, and distribution) wrestle to
establish gaming products and marketing to compete with the largely -
unregulated, offshore interactive industry.
What effects will regulation have on the marketplace?
The market’s analyst / prognosticators illuminate
several perspectives. Market-research firm Datamonitor estimates that “the US
is the largest online gambling market with a 2001 value of $262 million. In
2006 this market is forecast to reach a value of $411 million.[i] The UK online gambling market reached a 2001
value of £34 million. In 2006 the market is forecast to reach a value of £93
million.” They believe much of that
will come as a by-product of the overall growth of games on the Internet. They forecast that the number of online
gamers in Europe and the US will grow from over 13 million in 2001 to more than
111 million in 2005.
Online gambling revenues by genre: 2000-2005 |
|
Source:
Datamonitor |
D
A T A M O N I T O R |
With an increase of
$100 million within 5-years, the UK’s total domestic online market will only
total the amount of the net increase
of the US market of around $149 million.
Where will all that money come from and go to be gambled?
The “Global Gaming Report”
published by Global Betting and Gaming Consultants infers that a lot of it will
come from the category of currently illegal gambling. “The evidence suggests that just over half of illegal gambling takes
place within Asia and Middle East and is the result of the level of prohibition
and the lack of betting and gaming opportunities across the region. However, the rate is also particularly high
in North America where the lack of legalised gambling opportunities,
particularly sports betting and gaming machines, continues to leave the door
open for illegal operators in a number of states.
According to GBGC analyst and
partner Simon Holliday,
1) “As existing (retail gaming)
customers discover the advantages of utilising the Internet and other
interactive channels as an additional means by which to gamble, and
2) a new generation of gamblers
grow up accustomed to using a broad range of interactive channels for all
aspects of their consumption, as well as
3) additional customers enter the
market because of the easier level of accessibility that interactive gambling
provides”
Legal
Vs Illegal Gambling in Terms of GGY by Region 2000
Source:
GBGC Analysis
“…it is anticipated that continued
deregulation/ globalisation of the industry and the further development of the
Internet as a market channel will continue to erode illegal gambling. In the process the (general) legal market
would receive a boost in GGY of approximately £10 billion (US$15 billion/€16
billion) just as a result of current illegal activity moving into the legal
market. We expect interactive revenues to increase from amounting to 1.7 per
cent of total industry gaming sales during this year, then grow to 2.6 per cent
during 2005, and reach 3.7 per cent by the final year of the decade, by which
time it will generate GGY of approximately US$8.7 billion/£5.9 billion/€9.3
billion.
There’s a Lot of Noise Out There
•Online advertising by Internet
casinos grew by 170 percent from 911 million impressions in December 2000 to
2.5 billion impressions in December 2001. (Jupiter Media Metrix)
What sort
of an effort will it take to effectively persuade gamblers to abandon existing,
offshore registered casino accounts for accounts with High Street gaming
brands? Which sort of brand marketing
will motivate demand – existing and new?
Branding on the Web Takes Hold
How will traditional, legal gambling expenditures be affected by Britain’s
online regulatory plans?
One
of the drafters of Britain’s new online gambling policy, the DCMS’s Clive
Hawkswood, speaking in Toronto at the Global Interactive Gaming Summit felt, “I
don’t feel online gambling detracts from what a gambler would spend on a
holiday (vacation).” He likens the
effect of online gambling to the effect miniature-golf courses have on golfing
- it attracts new customers and advances the activity overall. “Gaming’s ready
to look towards the future of it’s customer base - younger people and greater
numbers of women.”
These newer
customer segments are more receptive to online brand marketing, another
emerging dynamic from Britain’ s reformation of gaming- marketing and
advertising. According
to Peter Gamble, Group Account Director for McAnn-Erickson, Manchester, “Consumers respond
to 7 universal marketing drivers: brand awareness;
emotional bond; product news; activation; loyalty; product experience; and buzz. Establishing the brand
has changed; the call to action has changed – don’t just remember our casino
brand next time you plan your leisure trip – here’s our new proposition:
Activate! Come gamble now!”
Merrill Lynch London’s Gaming Analyst
Andrew Burnett adds insightfully, “Are we approaching a scenario where the City
(Britain’s Wall Street) will provide legitimization for existing offshore
casinos as acquisition targets in a new round of mergers and acquisitions by
cash-rich dot-com traded companies?”
Who knows what effect this prospective consolidation will have on the
advertising experience - and the consumer experience – for the worse or for the
better?
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Author’s Info: GameWays brings 10-years’ experience
in the evolving British gaming industry. GameWays’ new-media expertise has been
featured in “U.S. News and World Report,” and various new-media industry
trade-journals. A part of the evolution of new-media gaming, GameWays has
contributed to catalyzing renowned gaming developments, such as initiating TV’s
“TVG- America’s Horse Racing Network, and establishing America’s first legal,
interactive online gaming – in Nevada. You may contact Scott Jacobs for
questions and consulting online at gameways@yahoo.com,
from Britain on +44-709-239-0935, or
from the U.S. at +1(310) 453-2200.