Research by Informa Telecoms & Media shows that mobile phone users are increasingly using the entertainment options available. Music, gambling, game playing and adult content are producing lucrative extra revenues for the mobile industry. Over the next five years the value of audio-based music services is expected to double to US$11 billion and mobile games to reach a similar figure, whilst the estimate for adult content is just over US$2 billion worldwide.

The mobile gambling market is in its infancy but by 2010 it is predicted to grow to more than 200 million global consumers. The Europeans are at present the biggest mobile gamblers, and likely to remain so unless the American market is legalized. Annual revenues for North America should still reach US$979 million by 2010, according to the report. The Asia-Pacific market is expected to generate around US$2.7 billion annually, not far behind the estimated US$3.2 billion from Europe.

The number of companies providing mobile gambling services is rapidly increasing, as is the number of available gambling games. There appears to be strong demand for mobile gambling services and they already generate significant revenue. With so many children owning mobile phones the industry has a responsibility to prevent underage gambling as well as adhering to problem gambling codes.

The result of ongoing global legislative negotiations, new technologies and cultural differences will all impact upon the mobile gambling market over the next few years. For all that, rapid expansion in both mobile content and consumer numbers is a safe bet. Lotteries remain the most popular form of mobile gambling, followed by sports betting and casino games. The market is presently worth US$1.2 billion annually and expected to rise to US$7.6 billion over five years. (E-08.02.05)

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