Media To Play Crucial Role in Online Gambling Developments

Online gambling experts predict important role for media organisations.

The media is expected to be fundamental in the future of online gambling, it has been claimed.



Chief executives of such sites, speaking on the panel of the European iGaming Congress and Expo, explained that this would be a result of many operators signing partnership with media providers, eGaming Review reports.



This would become particularly pertinent when markets become regulated, as the online gaming sector in France is soon to be.



Among those on the chief executive officer panel who agreed with the sentiments were 888's Gigi Levy, Petter Nylander from Unibet and William Hill Online representative Henry Birch.



Mr Levy said that this could pose both an opportunity and a threat to the industry.



He commented: "More media partners will come on board as they see the potential revenues e-gaming can generate, especially as they have seen falling advertising revenues."



However, Mr Birch added that customers tend to be loyal to established betting brands.



It was revealed this week that New Media Lottery Services has signed a deal with Probability in order to make its games available on mobile phones.