26 July 2010

Vegas in your Pocket: Real money casino games now available on iPhone

Probability, a Calgary based mobile gaming company has released the first iPhone app allowing players to gamble with real money on their iPhone and iPhone Touch.

Players who download the LadyLucks.co.uk casino app can now play blackjack, roulette or slots for real money with the help of an app on their iPhone or iPod touch. Although not an 'official' app, it works by directing mobile users to download the software onto their handsets so they can then play through their browser. They then have the option to add the page to the home screen of their iPhone, much like a regular app.

The reason it is not a fully fledged app is that gambling games are currently unavailable through the official Apple App Store. Probability are instead choosing to market their app through AdMob - one of the biggest mobile advertising networks. This is an interesting move that could pave the way for other competitors in the gambling sector to market their apps without having to wait for approval from Apple.

So, what does the introduction of a casino app for mobile devices tell us about the increase in mobile internet usage and the future of the gambling industry?

Technology

The new iPhone 4 brought retina display and multitasking technology to its handset, making the device an increasingly suitable platform for casino gameplay. Previously, mobile devices may have been deemed unsuitable for casino games but as their technology improves, the gap between internet usage on computers and mobile phones become increasingly blurred.

Better technology brings faster internet connection speeds and increased mobile capabilities despite the restrictions in device size. The new slim iPhone 4 design is testament to the sheer amount of technology now being packed into mobile devices.

Security

Security worries and fears over validity and legitimacy of online casinos are gradually decreasing as the online gambling sector matures. This increase in confidence is now being reflected in the mobile market with this new casino app for iPhones and iPod Touch devices.

With Amazon.com annual mobile sales passing the $1bn dollar mark, it surely can't be too long until users migrate their browsing habits from their computers to mobile devices as they become more comfortable with the security and mobile technology improves to accommodate the software.

Furthermore, encouraging recent research shows that across Western Europe, mobile penetration is at 82% with a projected 22% mobile internet penetration by the end of 2010. By 2014, mobile internet penetration will be nearer 40% across all mobile devices. This shows growth is anticipated alongside an increase in consumer confidence in mobile internet usage.

Gambling Industry

Online gambling is big business with tens of billions of dollars in revenue a year and sports betting apps by the likes of Betfair and Ladbrokes have been available for some time, but never real money casino games or poker.

The potential for growth with online gambling companies is considerable. Inevitably, other online casinos will follow suit and utilise AdMob to market their apps unless there are significant changes in gambling legislation. Online poker sites have the potential to release similar apps allowing watered down versions of their software. However, as online poker rooms are slightly more detailed and technical than say, a game of blackjack, compressing their software onto an app will take considerable effort.

Overall, the ability to now play real money casino games is a positive step for the online gambling industry. It is still very much in its infancy on mobile devices but as consumer confidence grows, technology improves and browsing behaviour across devices becomes increasingly similar, there is huge room for growth in the mobile gambling market.