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Showing posts with label US internet gambling. Show all posts
Showing posts with label US internet gambling. Show all posts

Tuesday, October 28, 2014

2014 EIG Berlin iGaming Conference: 'Putting Up Or Taking Down European Internet Gambling Access Boundaries?"

 The European Internet Gaming(EiG) conference was held in  Berlin this year. The selection of Berlin as a host city for the conference was befitting given the proposed roll-out of legal iGambling in Germany and the continuing pressure to restrict access to iGaming content. Also, the tech focus of the conference was well suited for a burgeoning  high tech and start up culture within Berlin. The historical significance of Berlin in world and European history is also very relevant given the trend in Europe for each country  to create  virtual walls between each European country only allowing their residence to gamble online within their borders.

Venue - The venue for the conference was very "edgy" held in a former bus depot in the  East Berlin section of the city. The floor plan was completely open with no real or artificial walls. Essentially, a real tribute to the destruction of the Berlin wall and how it is against human nature to balkanize into artificial quadrants.    Essentially, no "walls" and a good reminder to everyone how tech, business, commerce and everyday life functions so much better in an open format with inevitable dialogue and interaction.  Open spaces are actually good for business! Yes, it was noisy and distracting at times. However, it was very easy to move between events and programs, mingle and network and engage is open discussions.


iGaming Balkanization Becomes The Norm - Western Europe continues on its march towards a balkanized world of "you can only" gamble on the state run or sanctioned sites that provide tax revenue for the hosting country if you are  within the boundaries of that country, and, I presume a citizen of that country. Clearly, there is no turning back at this point with all countries  jumping on the band wagon to get their piece of the revenue pie. With the exception of Germany, most of the countries such as Spain, Italy and France  have not sought clarification from Brussels concerning the obvious violation of the EU mandate that prohibits the interference of free trade and commerce between European countries.  Apparently, the EU governing body does not consider iGaming  as commerce  that should be unrestricted despite the EU overriding mandate. The EU stance was beguiling to one German official  acknowledging that the current country by country trend in iGambling is clearly against the EU pan European mandate. This is putting the lawyers and lobbyist to work trying to sort out when and if Brussels will continue on this track.



German Interstate iGambling Legislation - We have become accustomed to each country in the Euro zone creating a country by country online gambling program. In Germany the situation is a bit more complicated with each German state seeking to launch their own Internet gambling legal framework. The big question in the debate is how does this all work with the German federated government also considering a launch of Internet gambling property. 

 UK Conforms To The European Trend(kind of). The UK has a long standing history of legalized iGaming with sports wagering being legalized first then casino. In many ways they set the processes and standards for how legal iGaming could and should be conducted. Their law mandated the creation of legal gambling hosting  zones in British protectorate locations such as Alderney, Isle of Man, Malta, Gibraltar, etc. Under pressure from the other EU countries the UK is now requiring all gaming operators to be licensed within the UK with the associated fees and tax implications. However, the UK has not abandoned the protectorates allowing gaming servers to be located within these territories.  The UK has also taken a less draconian approach to auditing of game transactions. They see no need for"speciality" servers or "vaults" that capture and retain all transaction details. 

Startups And VC Funding - I sat in on a session with European venture capitalist discussing their approach to investing. It was amazing to see how their mantra was almost identical to what one would hear in the Silicon Valley. Clearly Europe is trending towards the approach to funding early stage companies as is practiced in the Bay Area.  However, as is the case in the US, investors are leery of gambling investments so the number of funds that can invest in this space are limited. The startups themselves that were pitching or roaming the floor are also no different then they are in San Francisco or Palo Alto in terms of their profile. However, high risk/reward investments, which iGaming startups fall into are a breed in and of themselves where private funding from business partnerships should be considered as a viable option. In point in fact, the iGaming industry is in dire need of an overhaul in game content, gaming  business models and more ubiquitous access to gaming content. Perhaps, these startups will lead us to a new improved and perhaps more exciting iGaming landscape. Lets grow and build the community of iGamers with novel and exciting content that attracts  wider range of players. 

New Gambling Content - The gambling industry has historically lacked innovation in the creation of gambling content. Content developers have used historical land based gaming proxies as a guide to the creation of content relying on what is familiar and culturally acceptable. However, recently we are seeing a break from tradition with the introduction of games that allow one to wager on just about anything that has chance involved. The new trend is to wager against the stock market, currency market, etc. This is a refreshing giving us all something new to think about in the context of a broader definition of legal gambling. Hopefully, we will see more of this kind of innovation.

Social Casino Regulation  - Social casino has become, perhaps, the most successful implementation of online gambling content in the history of gambling. Although it is officially not considered gambling because there is no cash out. It far exceeds the  concurrent player numbers of "real" gambling and continues to innovate at a rate far out pacing traditional Internet gambling. However, this popularity and the lack of age, identity and location tracking is raising concerns about "problem" social casino play. The primary issue is age related. A panel discussion was conducted that addressed this very issue and the consensus of the experts appears to be that some form of regulation is required and inevitable. The suggested approach is some form of "warning" about addictive play, under age participation, spending limits or transaction caps. Not sure how successful these efforts will be. However, some form of self regulation is coming.   

Europe has embraced the country by country or state within country approach to regulating iGaming allowing Internet gambling within the EU. It is a full on rush for each country to lock down their virtual borders and operate their own gambling operations. The  overriding goal of course is revenue for each country. However, this trend also results in less overall liquidity and perhaps a violation of EU cross border commerce law.  It will be interesting to see what this all looks like two or three years from now. The US is obviously following the Euro model verbatim assuming that the Europeans cross border content access restriction will work economically and politically. I could not help draw a corollary between Chinese restricted internet access and European iGaming. The Chinese population has cleverly established  a host of moving and changing VPN's that allow everyday citizens of China to break through the government's virtual walls and get to the content they want. Not sure if gambling content is worth this effort. However, one might make a bet on the resurgence of illegal gambling if restrictions are too draconian resulting in a lack of competitive content, constrained access, collusion in odds setting, low liquidity numbers and too many barriers of entry to sanctioned gambling sites.  

Kevin Flood is the CEO of Gameinlane, Inc. Kevin, has developed, launched and operated Internet gambling sites in Europe.   Kevin and Gameinlane   develop "social and real money" casino games for third parties. Kevin has worked for and with US land based casino operators helping them evaluate social casino and iGaming platforms for the purpose of joint ventures and acquisitions. Kevin can be reached at kflood@gameinlane.com.




Wednesday, January 16, 2013

US Legalized Internet Gambling: A Money Losing Business Model?

There are high commercial expectations associated with the anticipated legalization of online gambling in the United States. However, taking an objective look at proposed legislation and the way it is evolving puts into  question if any legitimate online gambling business will make a profit in US online gambling. 


Much of the current active  US legislation is focused on a state by state  licensing and gambling model and not on a federal or country wide model. The US politicians crafting these bills have leaned heavily on the experience in the European online gambling market were, under the pressure of a prolonged recession, each country has either enacted their own online gambling regime or are contemplating it.  

The results of the dismantling of the .com model in Europe are not pretty. Many online gambling businesses have given up realizing that the cost of launching and operating a unique gambling operation for each country does not make commercial sense. Some that have tried it have failed and are now out of business entirely.   

Certainly, European countries (France, Spain, Italy, etc.) that have gone the route of the .country online gambling models are receiving licensing fees from the surviving gambling operators within their countries. However, it is questionable if those fees compensate for the lose of  tax revenue from  gambling companies and employees of these companies that resided in these same countries prior to the new legislation. After all, how many people that worked in Gibraltar actually lived in Spain? How many people working in Malta actually spend time and money in Italy, etc?

In point of fact politicians are not necessarily very good business people. Just look at what happened in Washington recently and they way the politicians handled the fiscal cliff!  

If you are contemplating launching an  online gambling company in the US market I suggest your management team conduct a comprehensive economic and business evaluation to determine the economic viability of that decision. To quote a famous New Jersey resident, Tony Soprano, after this evaluation you may just say "Forget About It".   

Kevin Flood is the CEO of Gameinlane, Inc. Gameinlane works with companies in the social, Internet gambling and land based casino sectors developing game content and online gaming strategies. Kevin is a frequent speaker at social game, Internet gambling and casino events and conferences in Asia, Europe and the US. Kevin is currently working with organizations to determine their acquisition and merger strategy as it relates to the growing interdependence of the various game content and delivery platforms.


Tuesday, September 4, 2012

Are Social And Freemium Games Stealing Players From Internet Gambling Operators?

There has been a recent surge of freemium and social  virtual currency based gambling style games in Facebook and on mobile devices. The number of offerings and the amount of players is staggering. It is estimated that  Facebook social games have 49 million active users per month. The mobile freemium and social gaming space is even more impressive with projected revenue growth rates of 3.37 USD by 2014. 38% of the US population has played some form of mobile freemium game. 40% have transacted with virtual currency.  In China, Korea and Japan freemium and social virtual currency games are the primary source of entertainment online.  There is a new announcement everyday indicating that traditional Internet gambling businesses and land based casino operators  are launching social and freemium game properties. Conversely, the Internet gambling market is not growing anywhere near the growth  rates of social and freemium games. Increasingly complex  legal regulations are causing the European gambling market to constrict and at the same time the cost of operating an Internet gambling operation in Europe is increasing.   This begs the question as to what the true motivation is for existing Internet gambling properties to enter the social/freemium gambling space.

Social/ Freemium Lead Generation - The conventional wisdom has been that the Internet gambling companies are most interested in the cross over from social/freemium games to Internet gambling games. The notion is that some percentage of social/freemium players will cross over to traditional gambling if properly incentivized. There has been some history with this approach. Zynga has sold leads to European gambling sites over the years. However, the conversion rates of these leads has been poor. Part of the issue with this approach has been the lack of "profiling"  of social/freemium players  to determine what players would most likely convert to Internet gambling players.

Social/Freemium Standalone Business - Two years ago at the ICE gambling conference in London I had the opportunity to chair a number of sessions on freemium/social  games. During this conference the traditional gambling operators that had purchased social/freemium and mobile gaming sites indicated that they were more interested in this space as a separate business unit and had no intention of trying to move players back and forth between gambling and social/freemium properties. This was the first indication to me that Internet gambling properties were seriously thinking about the freemium/social space as a separate business unit. 

Abandoning Internet Gambling Business Completely - This may appear to be far fetched at this time. However, with the increasing difficulty of making an Internet gambling business work in an environment were regulators are more interested in short term tax revenue then they are in the survival of a once thriving business model, i.e. the death of .com and the emergence of .country, I am sure the Internet gambling operators are going to be looking closely at the numbers of both business models. If freemium/social can break even for the gambling companies the operators may just decide to close the gambling operations all together.

Impact Of Potential US Legalization Of Internet Gambling - Since October of 2006 Internet gambling has been illegal in the US. The law supporting that legislation has proven to be unenforceable and is about to be rewritten on a federal and or state level. This means that one day an Internet gambling operator could wake-up to find that it is once again legal to take wagers from  US Internet gamblers.  The problem is that these operators will have to figure out how to instantly acquire these players. Clearly, some of the gambling operators see social/freemium as a way to pre-acquire players, establish brand awareness and if the operators are smart, profile social/freemium players to determine the likelihood of social/freemium players converting to traditional gambling.

Social/freemium games provide a number of opportunities for existing Internet gambling operators. The Internet  gambling operators know how to acquire players, monetize them, retain them and run very efficient  businesses.  Certainly operating a social/freemium gaming site is different from operating an Internet gambling property. Also, the gambling operators are late to the party (no pun intended). However, I suspect they will adapt to the social/freemium world quickly.

Kevin Flood is the CEO of Gameinlane, Inc. Kevin writes  about online games and their impact and integration into iGaming and E-commerce environments. Kevin is a frequent speaker at online game events and conferences in Asia, Europe and the US. Kevin and his Gameinlane team are currently working with online gambling, social gaming and e-commerce companies integrating social gaming with online gaming operations and integrate game mechanics into e-commerce applications.
 

Monday, April 18, 2011

How Will the US Justice Department's Arrest of PokerStars, Absolute Poker and Full Tilt Employees Impact The Impending New US Internet Gambling BIll?

Many people in and around the online gambling space are pondering how the recent US Department of Justice allegations and arrest of  PokerStars, Full Tilt and Absolute Poker associated individuals will impact the new US online gambling legislation being drafted and debated in congress.   

You have to step back a bit  and consider how close Senator Kyle and Senator Reid  came to tacking on an  online gambling amendment to an existing bill in the  fall of 2010 and the debate that  transpired  preceding the drafting of a proposed online gambling bill to understand the timing of this move.  

One of the hotly debated issues during the deliberations was the inclusion of existing online poker sites that where taking US wagers in the legislation. This would have allowed  the PokerStars of the world to turn their large trove of existing US gamblers into legitimate online gamblers when the  legislation was enacted. Many of the existing US casino operators have no online gaming players and no expertise in running online gambling operations. Obviously, Full Tilt, PokerStars and Absolute Pokers have players and expertise providing for a good partnership.

This lead the normally conservative casino operators to change their lobbying position relative to the acceptance of apparent violators of UIGEA to reenter the US market under  US casino brands. Some of the US casino brands lobbied hard for this and brought attention to the fact that for years companies like PokerStars had being taking US wagers despite UIGEA.

This added attention was a blessing and a curse for companies like PokerStars because people started to ask questions about UIGEA and why it was not being enforced.  Rumor has it that the Justice Department did not go after these companies because the law was essentially unenforceable and the Justice Department was concerned that if they did try to prosecute and lost a case then everyone would realize that there was really no US online gambling law.

I have no idea if this is true or not. However, apparently, people in a position of power started to ask questions and  challenged the Justice Department to either enforce the law or admit that it was unenforceable.

It appears that the Justice Department has decided to go forward  taking on Pokerstars, Full Tilt and Absolute Poker  in a court of law to determine once and for all if the UIGEA is viable.

Is this a good or bad thing for the current gambling legislation being debated in congress?

Oddly one could argue that the Justice Department move could improve the likelihood of a new bill being enacted that would open up online gambling in the US providing all operators and systems providers licenced to do so have no prior history of taking US wagers after UIGEA was enacted. In fact, this may be the real reason for the Justice Department 's swift move to identify which operators could and could not run online gambling operations in the US.

Of course, one could make the argument that all bets are off for new legislation in the short run. The dust may have to settle for a bit before anyone ventures forward. If this is the case Zynga once again becomes the big winner. They are making a fortune selling virtual poker chips in their poker room. No there is no cash out so no legal issue for them.

Kevin Flood is the CEO of Gameinlane, Inc. Kevin writes extensively about online games and their impact and integration into iGaming and E-commerce environments. Kevin is a frequent speaker at online game events and conferences in Asia, Europe and the US. Kevin and his Gameinlane team are currently working with online gambling, social gaming and e-commerce companies integrating social gaming with online gaming operations and integrate game mechanics into e-commerce applications.

Monday, December 13, 2010

How Will The Legalization Of US Internet Gambling Impact US Land Based Casinos?

This is a very good question and one that has been  debated in the board rooms and in executive staff meetings at the premier US land based casinos.  Now that the prospect of  legalizing US online gambling is getting closer to some form of ratification the debate has intensified forcing US land based casino operators to position themselves in a world where US Internet gambling is a reality.

Opinions range from the "cannibalization" argument where  proponents  believe that legalized Internet gambling will take players away from  land based casinos negatively impacting their bottom line. The other extreme sees only blue sky with US casinos establishing online Internet monopolies.

These extreme arguments are not necessarily based on any real evidence or research. To get to the truth of the matter we need to look at the history of US land based casino attempts to launch online gaming venues, social/casual gaming operations and the European Internet gaming experience.

MGM Prize Site: In 2001 MGM launched an Internet prize gaming site for US players. The goal of the site was to test the waters to determine if MGM should launch a for cash site in Europe and to get some operational experience with online gambling operations. The site and platform was launched by Wagerworks and included standard slot games as well as a range of casual for fun games. Players were rewarded with prizes that could be redeemed in MGM casino properties.

Much to the surprise of Wagerworks and MGM this site was very successful attracting large numbers of visitors without any sophisticated online marketing and before the advent of social networks and social media. For reasons of confidentiality I can not reveal the exact numbers. However, we where all impressed by the organic traffic the site was receiving.

The Internet players were rewarded with hotel room discounts, free buffet passes, etc. resulting in Internet gamblers visiting MGM land based casinos to redeem the prizes. The exact coin-in upside was not completely calculated because MGM failed to provide the players  a code number that they could use to track  the entire range of player/visitor  land based activities and purchases. This seems silly now with all the casinos providing a card and player loyalty identity to track transactions. However, at that time the notion of providing a single player ID for offline and online activity was not widely implemented and certainly not considered when the prize site was launched.

Although the actual revenue numbers where unknown the Internet traffic that the site generated convinced MGM that Internet gambling was for real.  They quickly switched their emphasis to creating a for cash gambling site and launched it in 2002 in the Isle of Man.

The Wagerworks executive team strongly recommended that MGM keep the prize size running with the addition of the ID code to track total revenue. It was clear that there was a tie between the offline and online gambling sites that could be exploited. For resource and team resource reasons  MGM decided to shift all of their emphasis to the cash site.

The moral of the story is that a simple Internet prize site demonstrated that if a land based casino did its job properly the online and offline world could complement each other and bring value to both forms of gambling.

Online Poker And The World Series Of Poker(WSOP) - WSOP was the first real online gambling brand that proved to the world that online gambling was a force to be reckoned with. I was fortunate to be with Harrahs when Harrahs bought Binion's Casino in old Las Vegas and coincidentally acquired the WSOP brand and poker tournament. Prior to the sale the online poker sites had already determined that qualifying poker players online for the offline WSOP tournament event was good business.  They were making serious money attracting players to qualify in a series of online tournaments leading up to the land based tournament. After Harrahs bought Binions they had to build out an entirely new venue in the Rio to accommodate the foot traffic to Las Vegas. Eventually Party Poker went public on the back of WSOP.

Although Harrahs was making what was considered good money hosting the WSOP tournament this revenue was insignificant relative to what the online poker operators were making by leveraging the WSOP brand. Harrahs certainly realized this and looked for ways to legally leverage the WSOP brand online.
The enactment of anti US Internet gambling in October 2006 frustrated the effort to truly leverage the WSOP brand. The legislation did  reinforced the power of the Internet/land poker based casino combo. Immediately after the enactment of legislation the popularity of WSOP dwindled. 

During the WSOP internet/casino peak other land based casinos also benefited from the popularity of online poker. Other tournaments were spawned in other casinos and once retired poker rooms where revived and filled to capacity. The anti gambling bill has had a negative impact on the poker rooms in all of the casinos.

Clearly, the WSOP phenomenon made a  good case for a good marriage between online and offline gambling.

 Consolidation And Size - On a less positive note the Internet inherently leads to monopoly very quickly. Look at Google, Facebook, Zynga, etc. and you  realize that the winners on the net are quickly determined freezing out competitors in a matter of a few years. Certainly, there are many European Internet gambling sites. There are niche markets and the online gambling revenue per player can justify rather small successful online gaming operators. Eventually,  the smaller operators have to  close or work around the big names.

This is a real concern for  land based casinos that are familiar with a slower pace(helped by regulation) and a protected(non-free market) position. Internet gambling will certainly follow a similar regulated path. However, if the new legislation allows gambling across state lines we could see a few operators dominate the online space making it difficult for smaller operators to compete.


European Internet/Land Based Gambling - It is bit difficult to draw corollaries between US and European online gambling in respect to land based operators because Europe has a distinct aversion to large land based casinos. European casinos are usually very small and "intimate" having a small clientele. Some of these casinos (The Ritz) have launched online properties. However, they very seldom last and are sold to larger online only operators. Europe is dominated by purely online gambling brands with the exception of well know bookmakers such as Ladbrokes.

The US is different.  US casinos(Vegas and Atlantic City) are gigantic compared to European operators and frequently part of a collection of large casino properties. The gambling mind share and the investment capital that the large casinos garner could result in a very different outcome in the US if the land  based casinos embrace online gambling and execute properly.

Impact of Regulation - Regulation inherently removes competitive elements from the free market system. Therefore the degree and nature of US Internet gambling law will have a profound impact on Internet gambling as it relates to  land based casinos.  If only a few land based casinos are issued licenses or  first mover advantage these few casinos could gain an advantage that will be hard to challenge even if the land based casinos do not do a very good job at launching online gambling properties. If regulation encourages a more democratic distribution of licenses and traffic land based casinos may not have an advantage resulting in online only brands effectively consolidating the online space.

Joint Ventures And Partnerships - There is a belief that US land based casinos will partner with  or purchase experienced online European gambling operators allowing them to leverage their "regulated" status and  offline brands. This idea is to offload the online operations to someone else and still maintain control.

This could be a dangerous assumption. Joint ventures and purchases of companies with different business models and cultures  very seldom workout. A number of UK land based operators tried this with less than positive results. In addition, an experienced online operator knows the online business. They may not know how to get traffic to Las Vegas and than back to an Internet gambling site. 

In conclusion, the history of Internet gaming, casual(prize) gaming and the role of land based casinos in launching these  efforts gives us some clue as to how legalized Internet gambling will impact US land based casinos. History certainly implies that land based casino will benefit from Internet gambling if the casinos execute a proper online gambling strategy. It could be that land based traffic could increase with the legalization of online gambling with the caveat that the regulatory environment may prove to be a wild card that could have a significant impact on the outcome.   "Buying" online expertise may not be a magic solution for the land based casinos. They will have to quickly adopt an online gambling operations mode if they want to successfully marry their online and land based businesses.

Kevin Flood is the CEO of Gameinlane, Inc. Kevin writes extensively about online games and their impact and integration into iGaming and E-commerce environments. Kevin is a frequent speaker at online game events and conferences in Asia, Europe and the US. Kevin and his Gameinlane team are currently working with online gambling, social gaming and e-commerce companies integrating social gaming with online gaming operations and integrate game mechanics into e-commerce applications.

Monday, November 29, 2010

Lessons To Be Learned From The First Attempts By US Land Based Casinos Launch Of Internet Gambling Sites

With the debate over the legalization of US internet gambling  intensifying and the realization that US online  gambling may become legal  many US land based casino operators are pondering how best to take advantage of this opportunity.  In speaking to journalist, casino operators and gambling industry experts I have been surprised at the lack of  knowledge they have regarding the history of US casino operators  launching  online gambling operators. This experience reveals some valuable lessons that can be useful when US online gambling is legalized.

Harrahs, MGM, and Kerzner International  all launched internet gambling sites and they  failed in their first attempts to operate successful  operations. These sites were launched between 2002 and 2004 in British protectorate locations such as Alderney and Isle of Man. They were targeted at UK online gamblers with the hopes of expanding the focus to other European communities.  
                                                                                                                       
So what happened? Why did they all close and what can we learn from the experience that will help the American casino brands and other gambling businesses become successful when US internet gambling is legalized?

Brand Awareness - The original group of US land based casino operators that launched sites in Europe assumed that online consumers would know and respect  the Harrahs (Luckyme.com), MGM, Kerzner (Atlantis.com) brands. In point of fact the UK online gaming community had little or no knowledge of these brands. The American casinos were shocked at the anemic traffic the brands attracted and the cost  of building an online marketable brand.  Their business models never anticipated this cost. European offline sports book and casino brands such as Ladbrooks, William Hill, Coral, Paddy Power and Ritz plus consumer brands such as BSkyB etc. had already spend time and money reinforcing their offline brands in cyberspace. This coupled with new emerging European online gambling brands made the online UK space very crowded and hard to break into.

Obviously, the American casino brands such as Wynn, MGM, Caesars and Venetian all have strong offline brand awareness and databases of American land based gamblers making the case for easy and successful online gambling marketing. However, one should think twice about making this assumption. Do these casinos have any online brand awareness? The answer is they have very little or no online brand awareness outside of the World Series Of Poker brand owned by Harrahs.

So what companies have consumer online gaming/gambling  brand awareness in the US and a pool of online gamers to tap into. Zynga,  Electronic Arts (Pogo game site),  Playdom (now Disney) and Party Poker to name a few. These are the companies that have large numbers of players gambling style games and very good online brand awareness.

The US land based casinos will have to determine how they are going to compete or partner with these online brands if they expect to capture the mind share of US online gamblers.

Age/Identity/Location - The biggest fear that American casino operators had when they first launched online gambling operations was that a US player would gamble on  an online American casino  property.  State gambling boards and the federal government threatened the casino operators with pulling their land based licenses if even one US player played on their sites.

This threat resulted in the creation of very sophisticated age/identity/location detection systems to assure that US casino operators they would not be penalized for taking US wagers.

The use of these detection systems resulted in an interesting problem for the US casino operators.  The constraints on these systems were so tight that they began to reject legitimate UK online gamblers from gambling on the sites. Once a legitimate player is rejected it is unlikely they will return.

There is no perfect way to absolutely determine the identity and location of everyone using the internet  A good detection system can get you very close to this goal. However, in the end it is a risk based exercise and a balance between driving traffic and staying compliant. The risk management approach that the American casino sites took put them at a  disadvantage to the other non-US online gambling sites. In some cases the other sites did not care if they took US players. They were concerned about letting a player under 18 play. However, they recognized that there was a more important goal of balancing the risk of  accepting an under age person and acquiring customers. In reality, the instances of under age people gambling on European sites is and was very small.

So what happens if online gambling in the US is on a state by state and not a federal level. Will casino operators be so afraid of getting their land based operators shut down by state authorities that they will launch sites that can not compete with online only brands or more aggressive European brands that are willing to take the risk of accepting a few people from another site or an occasional under age player? The reality is that an online gambling site can do a better job of screening underage and non-resident players then a land based casino. Have you ever been carded when you entered the Bellagio, Venetian or Ceasers Palace? An operator will have more information about a player then a land based casino.  Regulator will have to acknowledge that there is an acceptable margin of error in online identity to allow American casino brands to compete in the online gambling marketplace.

Online Gaming Operations - Running an online gaming operation has its similarities and differences relative to operating a land based casino. The obvious difference is that one is virtual and the other has physical attributes. You can not see, feel, touch an online gambler. Other gaming sites are a click away, reaching them through marketing programs is different and revenue per player differs. The cost of maintaining a land based presence is considerably more expensive than running an online property.  Things change quickly online and reaction time to changes have to be quick. If an online gambling site is run properly the amount of people playing at anyone time can be much higher then the number of people playing games at a land based casino.

The first attempt by US land based casinos to launch online properties indicated that they did a good job from the technical and online security perspective by using third party game and platform providers to supplement their own technical staff and to provide an inventory of games. They did struggle marketing to the online community. They were accustomed to a land based monopoly model where demand usually exceeded supply and competition was limited to a very well known group of casino operators. Online gaming in Europe was different from a cost perspective and the ability to attract and maintain eyeballs to their properties. It is difficult to say how the US will legalize gambling. If they only allow a few businesses to open online gambling properties the casino businesses may do fine. If it is open to a broad array of operators things could be different and casino operators will have to learn how to cost effectively market their properties online.

The Regulatory Environment - The one thing that US casino operators did very well when launching their European online properties was managing in a regulated environment. They contacted the right legal and government officials to determine the proper laws governing online gambling and they put in place strong internal legal teams to make sure they where in complete compliance with local online gambling law.

This focus on operating in a regulated environment may prove very important in the US. The casinos are well connected and well respected by state gaming governing organizations.  Conversely, social gaming operators and non-US online gaming operators that attempt to launch sites in the US may find themselves completely locked out of the market if regulators decide to go with organizations that have a history of regulatory compliance.

Even if the regulators decide to open up the field to include anyone that is willing to pay the license fee the casino operators will still be at an advantage over operators that are not familiar with functioning in a regulated environment. For example, I can't image what an auditor will find looking into the Zynga poker room code. I sincerely doubt that most social and casual gaming operators with have platforms and a code base that will pass a regulatory scrutiny.

European online gambling operators will fare better because the are accustomed to operating in a regulated environment.  With the caveat that they do not have a relationship with US regulatory organizations.  This subtle difference could prove to be significant.

In conclusion, US land based casinos have experience launching and managing internet gambling operations.  Will they learn from the lessons learned in their initial efforts to improve the likelihood of success in the US? Popular social and casual gaming sites should start planning on how they would operate in a "regulated" environment and European online gaming brands should start introducing their companies to US consumers and regulators.

Kevin Flood is the CEO of Gameinlane, Inc. Kevin writes extensively about online games and their impact and integration into iGaming and E-commerce environments. Kevin is a frequent speaker at online game events and conferences in Asia, Europe and the US. Kevin and his Gameinlane team are currently working with online gambling, social gaming and e-commerce companies integrating social gaming with online gaming operations and integrate game mechanics into e-commerce applications.