UK bookmaker Ladbrokes has launched live streaming of UK and Irish horse races on its mobile service with At The Races (ATR). The deal means that Ladbrokes’ mobile customers can now access all live British and Irish horse races after the launch of a similar service with Racing UK earlier in 2011.
Live streaming of ATR on Ladbrokes Mobile is initially available to iPhone users. The service will be extended to a variety of Android and other mobile platforms. Customers just need to bet £1 to watch live racing.
Ladbrokes Mobile reported revenues up 163% in Q3 2011. Ladbrokes intends to go live with a new mobile platform next year which will enable the service to develop further.
Richard Ames, Ladbrokes Managing Director, Products commented: “Mobile betting is growing rapidly and Ladbrokes customers have a leading range of services. We continue to develop it and aim to make it the first choice for mobile betting and gaming customers.”
The iPhone effect has caused a seismic shift in the mobile phone market since Apple launched its iPhone in 2007. Apple focused on what the consumer wanted not what the mobile network operators wanted.
The borders between “online” and “mobile” are blurring rapidly with the pace of developments in new smartphones and tablet devices. The devices we carry in our pockets today are often more powerful than some of the early desktop computers we had on our desks just a decade ago.
GBGC’s Mobile Gambling Report 2011 assesses how new generation of devices are unlocking the potential of mobile gambling. The report covers the key issues of technology, distribution, regulation, and m-commerce.
GBGC’s Research Director Lorien Pilling says, “After a decade of disappointment and largely unfulfilled promise from 3G mobile services in all sectors, not just gambling, the influential factors seem to be aligning to enable mobile gambling to be a more substantial contributor to operators’ revenues.”
GBGC calculates that the global m-Gambling market was worth US$2.7 billion in gross gaming yield (GGY) in 2010, encompassing all activities. The vast majority of this was accounted for by m-betting.
The report is available for GB£450 (+VAT) or is included as part of GBGC’s latest edition of its Interactive Gambling Report (GB£950 + VAT)