iGB Intelligence reports Social Gaming report | Page 21

PART 2 - SOCIAL MEDIA AND SPORTS BETTING

He adds: “The real challenge is coming up with
a product that is innovative, social and also appeals
to both the high-rolling types and the recreational
punter; because if you can get that then you really
are spreading your risk. You get the volume from high
rollers that recreational players wouldn’t give you.”
As yet, no social betting product has managed to go
viral and crack the mass market.
Besides the obvious need for an innovative and fun
product, the venture has to be supported by a massive
marketing budget in order to acquire customers
outside of the hardcore players and early adopters.
User acquisition is a significant and expensive
challenge, as is education when betting with a

bookmaker is ingrained in the mindset of those casual
bettors wishing to back their hunches. Alpago says:
“Because it [Betfect] is a relatively new, novelty product
it is definitely hard to initially explain it to users, so
there is still a lot to be done around education and
explaining that we are not a bookmaker. Lots of people
ask us that.”
Speaking to these start-up entrepreneurs, it seems
clear that they are converging social media and sports
betting: rather than trying to be a ‘social betting
operator’, Facebook-only or standalone betting-related
social network, they are leveraging the tech and social
platforms at their disposal to market their products
and drive traffic.

Scientific Games (including Williams Interactive, Bally and DragonPlay)
Highlighted titles

Platform

DAU

MAU

DAU/MAU

ARPDAU

Revenue

Jackpot Party

Facebook

552,194

2,159,216

25.6%

$0.27

$4,541,172.21

Jackpot Party

Mobile

620,848

3,478,590

17.8%

$0.18

$3,322,113.70

Gold Fish Casino Slots

Facebook

300,258

885,857

33.9%

$0.10

$943,294.51

Source: SuperData, July 2016

Social casino revenues (desktop + mobile) by region, 2016E

Europe

North America

$1,695m

Latin America

$169m

$775m

Asia

$926m
Rest of the World

$157m

Source: SuperData, July 2016

iGaming Business Social Media & Mobile Betting Report

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