Gambling is a huge business in the UK and no wonder companies are trying to come up with innovative, entertaining services for the mobile phone. Now Channel 4 is planning to launch and online betting service before Christmas and likely to partner with a betting exchange on the Web, than a regular bookmaker.
The broadcaster already offers interactive TV betting for horseracing, cricket and programmes like Big Brother, through a partnership with Sky Bet.
It now wants to reach beyond its normal audience of TV viewers and provide a service on all platforms, to capture punters at racecourses or work, although the new services will still be linked to programming. This is the latest sign of the willingness of mainstream brands to enter the gambling market, spurred on by forthcoming deregulation that should come by 2005. Already this year Virgin has launched an online gambling service, while Lastminute .com offers a casino on its site.
Channel 4's gambling moves mirror what BSkyB has done with its Sky Bet service, which it has developed since buying bookmaker Surrey Sports. However, Channel 4 is uneasy about applying for its own bookmaking licence, given its role as a public service broadcaster.
The UK is a very liberal society when it comes to gambling mobile operators have decided to include betting providers in their portals and on their SMS services. For example, Vodafone has revenue sharing deals with two betting firms: Total Bet and Blue Square. So far, Orange is only offering horse racing. O2 and T-Mobile offer sport betting over WAP and SMS through different providers. O2 also has a specific application running on its XDA smartphone, which is run by Cantor Index. High-street chain Ladbrokes has launched a service with the mobile operator 3.
There are many gambling operations that are extending their presence to mobile. The National Lottery operator, Camelot, has announced plans to offer a mobile version by September 2004. Established betting chains Ladbrokes and William Hill offer mobile betting over WAP and SMS.
Also the Labour Party is organizing a discussion on the 28th Sept about "Gambling, regeneration, and social responsibility: can everyone be a winner?", sponsored by casino operator Sun International. Attended by the Minister for Media and Heritage.