Page 79 - Public Gaming International September/October 2017

an offence for Australians to gamble online, Gigya Inc., Microsoft Corporation, Lithium global consumers have used or are interested
unlicensed operators providing interactive Technologies Inc., Knewton, Badgeville in using VR. This increases to 68 percent
gambling services to Australian custom- Inc., Kuato Studios, BigDoor Inc., SAP SE, for weekly gamblers, including lottery play-
ers will face massive new penalties – $1.35 Bunchball Inc., and Cisco Systems Inc. ers, and is particularly high in the U.S. (80
million a day for individuals and $6.75 percent), South Korea (88 percent) and
million a day for organisations US FIRM VANTIV TO BUY China, India and Indonesia (>90 percent).
BRITISH RIVAL WORLDPAY
Poker service 888Poker told its Australian FOR £9.3BN The home will also become a key retail space
users earlier this year that their accounts as smart devices make purchasing decisions
would be closed and they should withdraw for the consumer. Weekly gamblers in partic-
their funds. PokerStars is expected to with- SAZKA GROUP A.S., CZECH ular are likely to follow this trend: 59 percent
draw from Australia once the new laws take REPUBLIC, INTENDS TO globally are interested in a service that auto-
effect. ACQUIRE SOLE CONTROL OF matically buys and delivers basic household
supplies – over 10 percent more than for all
GAMIFICATION MARKET CASINOS AUSTRIA AKTIENGE consumers. Weekly gamblers in India were
TO REACH $23 BILLION, SELLS CHAFT significantly more likely to be interested in
RESEARCH FIRM PREDICTS this (87 percent). Following from this, as
incentives for consumers to seek out brands
A new market research report estimates that ARISTOCRAT BUYS ISRAELI decreases, there will be an expectation from
the global gamification market will reach ONLINE GAMING COMPANY consumers for brands to go directly to them.
nearly $23 billion by 2022. The research PLARIUM
firm, P&S Market Research, said the gami- Speedy and seamless ways to buy lottery
fication market will grow at a CAGR of 42% products, whether via a social media feed
during the next five years. or through shoppable interfaces in the
North America has been the largest contrib- RETAIL LEAVES THE home, will boost impulse buys during
utor to global gamification revenue, but STORE, MAKING EVERY moments of boredom and constitute just
CONSUMER TOUCH-POINT A
developing regions, including Asia-Pacific, SHOPPING EXPERIENCE, AND one constellation of touchpoints within
Latin America, the Middle East, and OPPORTUNITY TO BUY the expanding Shoppable Universe.
Africa, are likely to experience faster growth
compared with the developed regions of PADDY POWER CEO BREON
North America and Europe. On-demand services are redefining consumer CORCORAN STEPS DOWN
expectations for speed and convenience.
In Southeast Asia, the burgeoning market Consumers who are constantly rushed with Shares in bookmaker Paddy Power hit
for mobile phones, tablets, and laptops has a shortage of time need a retail experience a 21-month low after the unexpected
spurred interest in digital gaming. Every that is efficient and convenient. This is lead- announcement that chief executive Breon
week, more than 50% of Southeast Asian ing retail to move beyond omnichannel to Corcoran is stepping down. Corcoran
internet users play online games, predomi- become limitless. Consumers will expect is being replaced by Peter Jackson, the
nantly on social sites. everything, everywhere – not just informa- recently appointed chief executive of global
tion content like video and social media, payments group WorldPay and a director of
Passion for gaming, especially in Southeast but also shopping content like fitting room the merged company Paddy Power Betfair.
Asia, is creating a major opportunity for mirrors and virtual reality shopping – to The news comes just 18 months after the £7
the global market in learning technologies. become directly shoppable. billion merger of Paddy Power with betting
Gamification has a significant impact on exchange Betfair. The merger has largely
learning compared to traditional methods; The Shoppable Universe is a trend identified been deemed a success, and Mr Corcoran’s
it makes learners feel more motivated by by the Foresight Factory who analyses data leadership has been seen as instrumental in
delivering points and rewards for achieve- showing that the use of Augmented Reality that.
ments. Researchers at the University of (AR) and Virtual Reality (VR) is likely to The news reports make it sound like
Colorado studied the impact of simulations appeal to lottery players in particular. In Corcoran has instrumental to the success of
and games on adult learners. They found that 2016, 14 percent of global consumers used the merger, that he is highly respected and
gamification offered 14% higher skill-based AR apps, in which their phone overlaid the decision to leave is totally his own and
knowledge, 9% higher knowledge retention information on images of the real world, at made for personal reasons.
rate, and 11% higher factual knowledge least once a month. For global weekly lottery
compared to conventional learning methods. players, this rose to 22 percent, with weekly
The global gamification market has been lottery players in the U.S. and China leading
experiencing growth spurred by the initia- the way at 33 percent and 47 percent respec-
tives of some major companies, including tively. When it comes to VR, 53 percent of

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