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The 2010 World Cup – Opportunity Or Danger For Online Gambling?
London-based marketing firm Latitude Digital has predicted that almost half of all bets on the upcoming World Cup will be online gambling.
This was predicted by the company’s CEO, Alex Hoyne Working week magazine, in an article that noted that online gambling is far less profitable for established bookmakers such as William Hill.
It revealed that last year the bookmaker’s gross profit margin at its real-life betting shops was 17.7 per cent, while its online gambling operation had a profit margin of just 6.6 per cent.
It is estimated that around billions of pounds are spent on betting during the World Cup, making it a potential gold mine for online gambling companies to discover the most effective way to capitalize on the buzz around the sporting tournament.
However, not everyone in the sector is as optimistic about its prospects during the World Cup as Mr Hoye. Group 888 said Independent newspaper this week said the competition actually poses a danger to online gambling profits because it would exacerbate problems caused by the summer months when punters give up their sofas and laptops and go out more often.
888 said that while many matches will be watched indoors, the main betting will be on matches, so online concerns dedicated to poker or other casino games could lose out there.
Time will tell whose prediction is the most accurate. But online gambling companies hoping to succeed at the World Cup should certainly look at the opportunities the tournament will create and be prepared to be flexible.
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