Casino Watch Focus has reported on the ongoing partnership of Facebook and Zynga to introduce real money gambling into the social media arena. Facebook has already started allowing real money gambling and will soon introduce sports betting. The Daily Mail reports:
Facebook will offer real money betting on horse racing and football matches in a major expansion of its gambling operations. The social networking site was criticised last year for launching a range of Las Vegas-style casino games with the promise of jackpots worth tens of thousands of pounds.
It already offers virtual slot machines for children as young as 13 – with real money games advertised as soon as users hit their 18th birthday.
Now it will begin offering sports betting under a lucrative deal with online bookmaker Paddy Power, which was announced last night. The game, called Paddy Power In-Play!, will be rolled out in the coming days. It will only be available in the UK, where gaming laws are more relaxed than in the US.
Zanga is also a part of Facebook’s gambling strategy, but Facebook appears to be far more important to Zynga’s success. As explained by The Week, Zanga has started offering real money gambling games and their operation will soon be available on Facebook:
At a World Gaming Executive Summit in Barcelona, Facebook’s Sean Ryan is showcasing two new Zynga games, ZyngaPlusPoker and ZyngaPlusCasino, according to VentureBeat‘s Dean Takahashi. Zynga “says that social gaming remains its heart and soul,” Takahashi says, “but the gambling games are a logical extension for fans who want to bet real money and win it in social games.”
The first step is conquering Britain, where online gambling is legal and regulated. In April, Zynga released online and downloadable versions of its two real-money games in the U.K., in partnership with established British poker company Bwin.Party Digital Entertainment. Facebook and mobile versions are coming soon.
The Facebook component is key to Zynga’s strategy. Zynga and its investors believe, with some justification, that “the real-money Facebook games could be a game changer, luring in the general U.K. population that has known Zynga for years as a social gaming pioneer,” says Jennifer Booton at Fox Business
So how will this affect the American Market? Right now Britain is viewed as a test market to work out any issues and with the current US legislation landscape shifting to States allowing online gambling, Facebook and Zynga could be worth billions in the future. The Week continues:
Britain is “the ideal test-case for Zynga, with it’s concentration of seasoned online gamblers contributing to a £2.3 billion ($3.4 billion) industry for the country,” says Lauren Hockenson at GigaOm. But the company’s “sights are no doubt set on the United States, which, despite its currently restrictive gambling laws, could be worth $9.3 billion by 2020.”
Rep. Peter King (R-N.Y.) is pushing for legislation to drop all federal regulation of online gambling, leaving it up to individual states to decide what to allow. Nevada and New Jersey — home to Las Vegas and Atlantic City, respectively — have recently legalized the practice. (Nevadans can already play online real-money poker against other Nevadans, and New Jersey and Delaware are setting up their online gambling systems.)
It won’t be a slam dunk getting a chunk of the Jersey or Nevada markets — Zynga needs to partner with a casino in Atlantic City, and only two of the 10 are still up for grabs, says VentureBeat‘s Jeffrey Grubb. But as signs point toward more online gambling in the U.S., Zynga has put itself in a prime position to profit. It has an established brand plus loads of customer data to work with, and Facebook is a great platform for minting new online gamblers.
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