Summary: Paddy Power in collaboration with Facebook is set to launch a sports gambling app for Facebook users. This will allow users to gamble with real money for the first time on the platform.
Paddy Power are following suit after Zynga unveiled their plans for real money casinos on Facebook. However instead of Casino’s they will venture into real money betting on sports fixtures. Paddy Power will be the first company to do so.
“The launch of the first real money sports betting product on Facebook is testament to Paddy Power’s e-commerce and technology capabilities as well as our international industry leadership position in social media,” said Peter O’Donovan, Managing Director of Paddy Power Online.
A test version has been released in the UK, where betting laws are more relaxed than in the USA, allowing social interaction among users in addition to the core feature of betting on various sporting events including horse races, football matches and other sports.
As Paddy Power offers online and mobile Casino gambling it could extend its reach to Facebook after waiting to see how successful their real money Sports Betting will be. Developments like this are of course welcomed by Facebook According to Will Collins, Head of Social Casino Partnerships, “given the popularity of sports betting in the UK, we’re delighted to be welcoming Paddy Power onto the Facebook gaming platform with an innovative gaming experience.”
Paddy Power is no stranger to social media, it uses Twitter and Facebook to monitor and interact with its fans. This move however will need to be carefully monitored by Facebook as it faced criticism last year after introducing a range of casino games that allowed children to gamble with ‘virtual’ money.
Members of Facebook should be 13 and older, but even at this age they are able to play a wide variety of games traditionally associated with gambling. Games include Roulette, slot machines and card games. As soon as the Facebook user turns 18 they are targeted via adverts on the site to gambling websites. The integration of real money betting into Facebook can be argued by some as a step to far. The bookmaker, however, insisted that player participation will be subject to strict age verification checks, and that the game cannot be viewed by users under the age of 18.
A Facebook spokesman said: “Online betting is a popular and well-regulated pastime in the UK. Our carefully chosen partners work within stringent regulatory guidelines to ensure their products and services are used safely and responsibly by adults. These products will be invisible and inaccessible to people aged under 18 on Facebook.”
Dynmark helps betting companies engage customers through fully automated SMS communications; from welcome and activation to in-play bets and service messages. With proven experience integrating with gaming platforms such as Playtech, Dynmark has been providing SMS messaging and services to the gambling industry since 2006. Intelligent Messaging can help betting and gambling drive even greater success and campaign ROI through the development of customer behaviour profiles, sophisticated targeting and personalisation. Read more about Dynmark’s betting experience here.