Earlier this year, a little-known U.S. Supreme Court decision ripped open the door to a potential multi-billion dollar market. Only, it’s not what you think.
I’m not talking about legal cannabis.
I’m talking about America’s other favorite vice: gambling.
According to Forbes, illegal betting on NFL and college football will hit $93 billion in 2018. Global Market Advisors estimate illicit sports betting is a $150 billion industry.
NBA commissioner Adam Silver has written that some even estimate it at $400 billion per year.
For decades this was a massive black market. But after a landmark ruling in the nation’s highest court, the whole industry is now poised for rapid legalization.
America’s Multi Billion Dollar Gambling Revolution
On May 14th the U.S. Supreme Court ruled in favor of New Jersey in a 6-3 decision – striking down the federal law that banned sports betting in most states.
The decision – Murphy v. National Collegiate Athletic Association – grants the 50 state legislatures the power to license and regulate sports betting.
Now – if California or New York or any other state want to legalize wagering on the NFL or major league baseball – they can do it without any interference from Uncle Sam.
This is a potential $400 billion market, and it’s now open for business.
On news of the decision, shares of several gaming companies moved higher including Caesars Entertainment, up 6 percent and Penn National Gaming, up 4 percent.
To dominate this new industry, you need three things:
#1 – A veteran operating team with experience in the industry.
#2 – Proven technology with a tested back office platform.
#3 – Media assets that can drive massive customer growth.
Bragg has all three – and they could soon join the likes of Las Vegas Sands (LVS), Wynn Resorts (WYNN) and Caesar’s Entertainment (CZR) in the online gaming industry.
Veteran Gaming Industry Operators
The online gambling industry is incredibly lucrative. Oristep Consulting estimates the market will reach $46.7 billion in 2018, and $89 billion by 2025.
But it’s no game for amateurs. It’s highly regulated. There are major issues with cyber security. Marketing channels are often limited. Barriers to entry are high.
The company boasts a gaming industry dream team.
CEO Dominic Mansour has nearly 20 years’ experience in the gaming and lottery industry. He operated Full Tilt poker – the 2nd largest poker site in the world.
This was an enterprise with over $450 million in annual revenue.
He was also CEO at the UK based Health Lottery, and built bingos.com from scratch, before selling it to NetPlay TV Plc. where he became CEO and a board member.
CFO Akshay Kumar was previously CFO at NetPlay. Prior to this he was Financial Controller at Sporting Index, the sports spread betting specialist.
Matevz Mazij is the Managing Director of Oryx – a key Bragg Gaming division.
He founded the company in 2010, after spending 8 years as one of the IT minds behind multiple online and land-based gaming companies around the world.
This “dream team” has come together with a single objective:
They intend to compete across the online gambling industry’s full spectrum of B2B and B2C verticals – first in Europe and ultimately in the United States.
To do that they’ve acquired two foundational assets.
A B2B Online Gambling Powerhouse…
…With Positive Cash Flow Today
It’s critical to the company’s plans for two reasons:
#1 – Infrastructure
#2 – Cashflow
Let’s talk about what Oryx actually does.
It offers European gaming operators access to a diverse portfolio of proprietary and 3rd party Sportsbook, Lottery and Casino products.
Oryx publishes over 5,000 game titles. They provide the technology, the gaming platform, risk management, operations and back office services.
They are certified, approved and licensed in Malta, Schleswig Holstein, Spain, Romania, Colombia, Croatia, Serbia, Gibraltar, UK and Slovenia.
Their clients range from JackpotJoy Plc to GVC Holdings – one of the world’s largest sports betting and gaming groups at a $5.49 billion market cap.
And, right now they’re very much cash flow positive.
For the six months through June, 2018 – Oryx generated $9.49 million in revenue, with $1.98 in EBITDA. That represents 414% growth over the same period in 2017.
That’s not all. They also have a marketing springboard.
A Sports Media Asset That Dominates ESPN On Facebook
Every online business needs customers. If you’re selling cereal, or microwaves or car insurance – you have an arsenal of advertising options at your disposal.
The online gambling and lottery industries mostly don’t have that luxury.
Since 2003 when U.S. regulators began cracking down on gambling advertisements, most ad platforms highly restrict, or even prohibit them outright.
Facebook requires written permission in advance for any real money gaming ad.
This isn’t just an American regulatory issue. In 2007, the U.K. banned over 1,000 gambling sites from advertising online, in print, on the radio or on television.
With 26 million followers, they are the largest sports publisher on Facebook. ESPN is in second place with just 18 million followers – or over 44% less.
On the broader Internet, GiveMeSport is the #9 sports website on Earth.
Right now, the only monetization plan for GMS is paid advertising. Their ad revenue growth is sitting at 83% year over year. But that’s merely the short-term plan for the site.
The company plans to leverage the free traffic from GiveMeSport to grow other gaming assets, initially in the UK, and then in the United States as the market matures.
The Next World Class Gaming Company?
“We plan to follow this with other acquisitions in the gaming sector as we position Bragg Gaming Group as a next generation gaming company.”
First, they intend to launch the GiveMeBet gambling platform.
This new website will start with sports betting before expanding into the other areas including casino games, e-sports, poker and lottery products.
Oryx will provide the technology platform and software to run the service. Bragg Gaming has an agreement with Argyll, which holds a UK betting license to operate the site.
They’ll leverage the massive audience from their GiveMeSport website to drive adoption and growth. This isn’t an untried model – it’s been done before.
Sky Bet was built by leveraging the Sky Sports media assets. In 2018, CVC and Sky agreed to sell Sky Betting & Gaming to The Stars Group for £3.4 billion.
And, don’t forget – the GiveMeSport brand has more than double the Facebook audience of Sky Sports. The growth potential for Bragg is significant.
Initially they’ll be targeting the £4.6BN U.K. sports betting market.
As legalization unfolds in the United States, the company intends to grow and acquire assets across the full spectrum of gaming verticals in multiple jurisdictions.
Why You Need To Pay Attention
The May 14th U.S. Supreme Court decision to overturn PASPA, in favor of New Jersey, was a watershed moment for online sports gambling in the United States.
Seven states — Connecticut, Delaware, Pennsylvania, Iowa, New York, Mississippi and West Virginia — have laws prepared to make sports betting legal.
Thirteen other states have planned or proposed similar legislation. And, sports betting isn’t the only gaming vertical affected by this monumental decision.
The New York State legislature is working on a bill to legalize online poker. California – the most populous state in the union – is also exploring poker legalization.
They boast an incredibly experienced team of industry veterans. With Oryx, they have both the infrastructure and revenue to pursue an ambitious roadmap.
Thanks to GiveMeSport’s over 30 million unique visitors – they have a media springboard to launch B2C platforms like GiveMeBet in Europe and the U.S.
By. Ian Jenkins