Mobile Advertising and Online Gambling
June 8, 2010 (CAP News Wire) – Because Google doesn’t allow online gambling ads on its Google AdWords platform (at least not in the U.S.), online advertising isn’t quite the same for the iGaming industry as it is for the rest of the Internet business world.
Still, there are a couple of ways that the rapidly changing mobile advertising industry will still make big changes to the online gambling world.
First of all, Google’s acquisition of what is currently the largest mobile ad network, AdMob — officially approved after a six-month approval by regulators and now officially a done deal as of the end of May — means that the competition between Google and Apple for mobile advertising is escalating in a big way. AdMob itself was one of the first companies to serve ads for the iPhone, so its acquisition by Google spells a lucrative step into the market for the Silicon Valley giant.
“Mobile search volume has grown fivefold in the past two years,” according to PCMag, paraphrasing Google’s own words, “and people searched the Web on ‘full’ WebKit browsers (like those on iPhones, Android phones, and the Palm Pre) 62 percent more in the first three months of 2010 than they did in the last three months of 2009.”
Working hard to head this competition off at the pass, Apple has been working on the iAd network, which stems from Apple’s own acquisition of Quattro Wireless. The two companies are now primed to escalate competition, dumping resources into their mobile networks that will have the effect of evolving the mobile advertising concept leaps and bound by the end of this year.
Secondly, it’s reasonable to guess that online gambling is going to become regulated at some level in the next year or so. And when that happens, look to Google to open up Google AdWords to online gambling again — that’s inevitable. At that point the world of mobile advertising will open up to mobile gaming, and a niche for casino affiliate marketers to create sites exclusively dedicated to mobile gambling will not only be available but will quickly become very competitive.
Although the online betting segment has embraced mobile gaming more than casinos and poker rooms, many online gambling sites have indeed already launched mobile versions, although as a whole this side of the industry is still fairly underdeveloped. But with Google and Apple pouring all that money into mobile advertising, look to the online gambling world to embrace mobile gaming in a much bigger way.
(For an interesting argument why all these acquisitions may not be such a good thing for the Internet in general, check out this article at Telecoms.com.)