Using Geolocation to Capitalize on Mobile Gambling Revenues

2013 has been a historic year for US Internet gambling legislation. More states considered internet gambling measures than any other in history and by the end of the year Nevada, New Jersey and Delaware will all be online with California, Massachusetts, Iowa and Illinois hoping to follow suit in the near future. Online gambling is one of the most profitable industries on the internet with millions of people around the world wagering on sports and playing poker. By 2017 the US may already represent up to 30% of the market and generate gross win just over $7.4bn.

To get a slice of that revenue, online gambling operators need to meet a strict set of regulations set on a state-by-state level. The common theme across all these regulations? The use of geolocation to verify that a patron is within state lines when a bet is being placed. Location therefore becomes a necessity rather than an add-on to your mobile strategy.

Furthermore, in the latest report from Kleiner Perkins Caufield & Byers, they claim that there could be a $20 billion market gap between the value of the mobile user and the current size of the mobile advertising market. Many marketers have yet to cash-in on this lucrative opportunity. The smart operators are leveraging their investment in secure, non-spoofable geolocation to realize incremental revenues for their brick-and-mortar properties. But how?

Location verification data can also be used for marketing purposes such as hyper-local targeted advertising, identifying user profiles to support other promotion programs, and performing population analytics to measure effectiveness and uncover market expansion opportunities. Operators can target and activate their loyal customers by delivering valuable offers and content at the most contextual and actionable time via SMS and in-gaming apps. Location-based services are used to strategically integrate offers for merchandise, brick-and-mortar locations, memberships, and customer loyalty programs. By using geolocation technology, mobile gambling operators to meet state regulations to support other areas of the business, optimize mobile marketing ROI and realize incremental revenues. Furthermore, geolocation will bring gamers an even richer online gambling experience.

Locaid is the only location company that is commercially enabling real-money wagering in the USA with customers including Stations Casinos, GTECH, Cantor Gaming, SGI, Intralot, 888 Holdings, Central Account Management Systems (CAMS), WSOP, William Hill and many more. Locaid's suite of Omni-Location™ technologies allows operators to not only accurately and confidently determine the location of a patron at the time a wage is placed but to optimize mobile marketing and advertising campaigns to drive incremental revenues.