Betting on Games How do you get people to pay for playing games? How to get them to pay up for each and every time they play? And still have fun. Well, let them make a bet. The first on-line lotteries opened in 1996 and since then the lottery and i-gaming industries have moved into more entertaining games. While traditional lottery games appeal to the older crowd, the younger generation that grew up on-line, are playing more entertaining games, like Poker, Blackjack, and Bingo, sports betting games like live betting, multiplayer games like Yatzy and Ludo.

1. Betting on Games Ólafur Andri Ragnarsson Co-founder and Chief Software Architect

3. Revenues

4. Betware DK Bröndby Denmark Head Quarters Betware Reykjavík Betware Sp. z o.o. Warsaw Poland Certus Odense Denmark Betware Solutions CA Kamloops, BC Betware Madrid Spain Betware currently has 101 employees worldwide

6. History

7. So what happened in 1995?

8. In 1995 Margmiðlun started working on the Internet Gaming Solution

11. Copyright © 2009, Ólafur Andri Ragnarsson Nordic Marketing Conference of Lottery Companies, Mývatn, September 1995

13. In November 1996 the first ticket was bought

14. Next Step was Financing

15. Games

16. Traditional Lottery Games

17. Drawing of lots for a prize

19. Simple games Easy to play – easy to understand Appeals to everyone

21. Playing requires knowlegde (or so they think) Appeals to 18-35 males

22. Passionate players Sports betting becomes a livestyle

23. Sports betting players are loyal – they continueto play the game

26. Takes some time Entertainment

28. Real-time betting More Entertainment

30. Social Entertainment Takes time

31. Gaming Trends

32. The world in 1995 The Game World The Lottery World Nice and everybody is happy!

33. The world in 2000 The Lottery World The Game World The i-gaming World Disruption from i-gaming

34. The world in 2005 The i-gaming World The Lottery World The Game World Gambling becomes mainstream – POKER hits off

35. The world in 2010 The Lottery World The Lottery World All Worlds of Games When Worlds collide - convergence

36. The world in 2010 The Lottery World The Lottery World All Worlds of Games Media Media Portals Portals When Worlds collide - convergence

37. The entrepreneur always searches for change, responds to it, and exploits it as an opportunity - Peter Drucker

38. Question What technology trends should we be aware of in the next 12-18 months?

41. Consumer Devices The Computer and the Internet disappear

42. Mobility People that use Facebook on their mobile devices are 50% more active on Facebook than non-mobile users

43. Copyright © 2009, Ólafur Andri Ragnarsson Netbooks Price point is $300 25% of laptop sales 25-30 million units in 2009

44. Super Smart Phones There is no mobile web – it’s only web Generative Platform Software

45. Super Smart Phones 3.8 billion connections 5% are smart phones

46. iPhone Slide from May 2009 1 billion Apps downloaded from the AppStore iPhone now available in 81 countries iPhone has sold 21 million units globally 16 million iPod Touches globally

47. E-Books Digital book sales wentfrom $20 million in 2004to $113 million in 2008 “We’re at a tipping point right now,” - Janet Murray, director of Digital Media at Georgia Institute of Technology

48. Key Observation

49. Key Observation People will have more computing poweron their person where ever they go

50. Key Observation People will have constant connectivity

51. Key Observation Price is ready for mass-adoption

52. Key Observation People will use multiple devices

53. The traditional retailer sale is declining – on-line is taking over

54. On-line Communities

55. The Lottery Consumers are getting older Photo by: OlsenWeb http://www.flickr.com/photos/olsenweb/

56. What do Consumers Want?

57. What do Consumers Want?

58. What do Consumers Want?

59. Entertainment Social

60. Key Observation The Social Web is Important

61. Popularity

62. What is valuable?

63. This could be valuable?

64. I’ll handle your bet for a minor fee. Here is your bet-ticket. I’m pretty sure Man. U. beats Arsenal No way! I’ll bet you they don’t. Wohoo... I told you so. Arsenal WINS! Bet’s R’Us