Tech Industry Sets Its Sights on Gambling

Mark Pincus, the chief executive of Zynga, said the company was just following the market. "There is no question there is great interest from all kinds of people in games of chance, whether it is for real money or virtual rewards," he said. Zynga, which has missed revenue expectations in the last year, is making gambling a centerpiece of its new strategy. It has just applied to Nevada for a gambling license.

Casual gaming first blossomed on Facebook's Web site, where players could readily corral friends into their games. It is now being rethought for mobile devices, so people can play in brief snippets as they wait for a bus or a sandwich.

Some games mimic the slots and poker found in casinos; others emphasize considerably more creativity. The vast majority of casual game players play at no charge. A small number buy virtual objects in the game to speed their play or increase their status.

Tech executives expect an equally small number to play for real money but believe they will bet heavily, making them much more valuable to the gaming companies. By Betable's estimate, the lifetime value of a casual player is $2 versus $1,800 for a real-money player.

Big Fish Studios, a Seattle developer, introduced Big Fish Casino, an iPhone app, in Britain last fall. "We started with a one-pence slot machine," little more than a penny, said Paul Thelen, Big Fish's founder and chief executive. "Now it is up to a maximum of about $50 a bet." Average revenue per player is exceeding $20 a day, whereas in virtual currency it was 30 or 40 cents.

"Like in Vegas, some people get lucky and some don't," he added.

The powerful Las Vegas and Indian casinos have mixed attitudes toward online gambling. Caesars Entertainment in 2011 acquired the Israeli start-up Playtika, developer of the popular Facebook game Slotomania, for about $180 million, offering it a springboard into the digital world. But Sheldon Adelson, the Las Vegas magnate and major Republican Party donor, is opposed to online betting because he thinks children will end up gambling.

In New Jersey, Gov. Chris Christie has had different qualms. He has vetoed two online gambling bills, the second earlier this month. One concern: the state's take, a proposed 10 percent tax, was not large enough.

The measure, which is likely to be refined and successfully resubmitted in the next few months, followed the state Constitution, which mandates that Atlantic City is the only spot in the state where gambling can take place. And so only the casinos were allowed to offer online games, although they could partner with tech companies; the actual computers allowing the gambling would have to be housed in the casinos. And of course players had to be over 21 and physically located in New Jersey.

Meeting those last two requirements seems a tall order to Doug Creutz, an analyst at Cowen & Company who follows online gambling closely. "The Internet isn't bound geographically," he said. "There are other problems too, like preventing money laundering. Online gambling is going to be a complex issue that will take a while to sort out."

In the meantime, though, he notes that games themselves are sometimes changing to incorporate elements akin to gambling. Diablo III, the latest version of the popular role-playing series from Blizzard, was released last year with an in-game auction house where players could buy and sell loot that they had found. If they chose, they could literally take the profits out of the game.

Since the loot was randomly generated, like the numbers on a slot machine, Blizzard had to remove the auction house game from the South Korean version of the game to satisfy the country's strict anti-gambling provisions.

Cesar and Edgar Miranda are two young developers who have won hackathons, where the goal is to build a game in a weekend. The brothers, who rent rooms from their parents in San Jose, have spent the last few weeks refining their game, Claw Crane.

It is a simple variation of the grabbing game found in amusement arcades for decades: successfully secure a toy from a pile and you win. If Apple approves, the game, offering cash prizes, will be available in Britain later this month. A virtual money version will be available in the United States.

"We saw the opportunity here," said Cesar Miranda, 24. "Anyone can jump in and try and grab a piece of this market while it is still fresh. There's a low entry to failure."

Neither he nor his brother, born in Mexico and raised in California, have even been near Britain. "I think the closest I've gotten is Las Vegas," Cesar Miranda said.

Source: http://www.cnbc.com/id/100467440

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