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reducing its dependence on third party platforms. While social gaming/ gambling offers signi?cant potential as a source of income, its success cannot be guaranteed. The assumption that a widespread adoption of free-to-play social gambling will translate into a mass adoption of pay-to-play gambling (where legal) does not always hold true. But if a social gaming company can develop and deploy an attractive bingo product as part of its mobile portfolio, then – assuming the social media site conforms to the typical demographic – all else being equal, gaming forms such as bingo are more likely to attract a mass user base than other forms of gaming. Today, mobile is fully established as a key gambling platform. The challenge for service providers is for it to become a primary means of creating a social gambling environment. Dr Windsor Holden is research director of Juniper Research and the author of Mobile Gambling: Casinos, Lotteries & Betting 20122017.
Mobile – A so