18th of May 2010 Author: Johnny Karp
Londonmarketing company predicts a 700 percent rise in online spend
Online betting on the football World Cup in South Africa starting next (June) month could reach GBP 500 million, according to the London-based marketing company Latitude Digital.
The company predicts a 700 percent rise in online spend compared to the amount gambled during the previous tournament held in Germany in 2006 following the emergence of 'laptop loungers' who spend time consuming the internet on a laptop while watching TV.
And in-play betting, which has been producing major revenue improvements in recent times, is likely to increase opportunities for online bookies.
England, Spain, Brazil and Argentine are listed as the company's assessed most popular nations in the competition, generating the most betting.
'The media landscape has changed beyond all recognition since the last tournament four years ago,' said Alex Hoye, chief executive officer of Latitude.
'Football fans will even be able to watch the tournament while they are on the move with the streaming of games online which is set to encourage in-game betting to come to the fore.
'Betting firms will be competing hard for deposits from regular and first time punters during the World Cup.'
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