Online marketing overview of eGaming in Spain for Inspirational Wwwedding by IABSpain, 22.11.2010

1. IAB Spain /
Willem van Oort : willem@vanoort.org

2. Inspirational Wwwedding
eGaming and Gambling in
Spain
22.11.2010 Madrid

3. Doubts…?

4. Introduction GranViaOnline
Past: team of people who worked for online
gambling operators
Started new agency in 2009
Acquisition and Retention marketing for
eGaming

5. Introduction : Gaming in Spain
• We created a B2B Community 1500 members
LinkedIn
• Channels: LI, Site, in 2011 Magazine and
Industry Conference

6. THE MARKET

7. Gambling vs eCommerce, world

8. The market: EU (land based)

9. Europe – Spain (land based)

10. Previous slide, conclusion
• The leading 6 nations account for 76% of the
EU land based market, approx 80 bn GGY in
2010 (source : H20 Gambling Capital)
• Most of these countries will have a regulated
environment in 2010

11. Europe (Online)
• Europe expected to be worth €9.7bn
in 2010 –21.3% growth.
• Primary Driver for growth is regulation
• 12.8 % of all European gambling takes place
on the internet (that was 1.5% in 2003)

12. Spain
Regional Authorities are now regulating land
based gambling, but does not apply to Online
The national governement has published draft
law for national regulation
2012??

13. Spain key figures, online market
Players Turnover x 1000
Betting 483.000 $ 196.000
Poker 151.000 $ 100.000
Casino 380.000 $ 196.000
Bingo 304.000 $ 157.000
Source GBGC

14. Apuestas
Strongest online gambling products reflects
strong interest in Sports
Main products
Futbol
Tennis
Basket

15. La Liga + Betting: Partnerships
1) Real Madrid - Bwin
2) Sevilla - 12bet
3) Valencia - Unibet
4) At. Madrid - PAF
5) Espanyol - Interapuestas
6) Getafe - Mister Apuestas + IG Markets
7) Osasuna: Mister Apuestas
8) Partnerships: Barcelona + Betfair
9) Miapuesta: microsites : Racing Santander, Betis...

16. Poker
Low historic interest, strong growth during last
18 months
Poker is a network game, so large liquidity from
international networks is needed
Combined offline and online activity:
tournaments

17. Sample of Poker (yesterday: World)

18. Casino
Low online product penetration from
international perspective, reflects land based
customer behaviour
Main acquisition channel is cross selling with
sportsbook

19. Bingo
Strong landbased business in Spain does not
(Yet?) reflect in online landscap
Strong growth projected
Smoking ban in Spain in 2011 may have an
impact

20. THE MARKETING
AND ADVERTISING

21. Acquisition channels
• Display, SEO, Affiliates
• No SEM, Google does not permit (regulation=)
• Branding: Futbol
– Shirts
– Partnership Betfair + Barca
– MiApuesta y microsites

22. The Future
Regulated market
- Large international players enter market
- In some cases, blocking of IPs from non
regulated operators
- Prohibition of advertising for non regulated
operators

23. The Future II
Media partnerships
- UK: BskyB + betting partner
- UK: Daily Mirror, Sun : bingo partner
- FR: TF1 with FdJ (former state monopoly)

24. Conclusion
1. Spain has embraced internet gambling,
especially sports. Strong growth projected
2. Regulation will bring long term investment of
international operators into Spain
• Not performance, also branding
• Media Partnerships
Both factors an important consideration for
Digital and Non Digital media owners

25. Q and A
Q and A

26. Thank you
Willem@vanoort.org