Multi- millionaires and even multi- billionaires have been made by the online gambling industry, and here we do no refer to players who have won big money. Although more than a few online multi-millionaires have been made when playing these games, the real winners are the people who dared to take a gamble, and offer casinos, bingo clubs, poker rooms, and sports-betting websites online.

Social gaming is a category that has long been popular online, but this popularity has recently expanded in to the online gambling arena. Basically this means that gambling-type games are being played on social media websites, and social media gaming designers are delving into the gambling genre. One of the latest of these social gaming developers – Playtika – has joined in the fray.

This Tel Aviv based developer is not to be confused with Playtech, also an Israeli-based online gambling game developer. Playtika aims to allow fans of their games a taste of what it might be like to enjoy gambling online, but at this point only for fun. In other words games will be developed in demo” mode where real money is not exchanged!

They are already creators of some of the most widely played social gaming titles – over five million people play these games daily – from one-hundred and ninety countries. Their online video slot title – Slotomania – is the current jewel I n the crown – introduced in 2010. It became an almost immediate hit, and immediately a big hit with web-based gaming enthusiasts. Its execution was soremarkable that Interactive Entertainment giant Caesar’s snapped it up just one year later. They became a 51% shareholder of the company in 2011, and we all know how big Caesar’s is.

Despite the fact that Caesar’s is a gambling brand, they are also predominantly a US land gambling brand. There are still currently all kinds of regulatory issues regarding the legality of Internet gambling in this country, so, Playtika, and their new major partner do not offer slots where money is involved. These games are considered to be normal online apps where the player accumulates points to earn virtual rewards.

Obviously there has to be some (rather large) money it in the system, or CIE would have never become involve. So, players effectively enhance their “freemium” gaming experience, by purchasing upgrades, but no player expects to win money. Playtika has essentially become Caesar’s Interactive Entertainments’ lynchpin in the social gaming industry. They even have taken the title of “largest in the world”, away from Zynga.

Over the past few years, socializing online has become very important to millions (if not billions) of people. Both Facebook and Twitter have seen to these, with a few more social media also trying their luck. But apart from an inherent need to share online, these users have also become increasingly mobile in their tastes. Certainly technology such as the smartphone, has made this more possible, and just as much fun. Now with online gambling becoming so popular, the need to share while we have a little flutter on a casino game, has also boomed.

Human beings are social animals by their very nature. We love communicating with one-another – Tweeting about the book we are reading, sharing with Facebook friends whatever is on the menu for dinner. It seems odd that online gambling and social media have become bedfellows, but they have.

Online bingo has always been known for the fact that the socialising is fun. But not only that, like-minded people play together, made friends, stay in touch and play a soft gambling game. Today this gaming and social activity has extended to many other gambling games, so, people now play games and chat simultaneously to other lovers of these games. The fact is that doing this by mobile media has become absolutely normal, and right now a social, mobile gambling boom is being seen!

Of course the reason why this form of socializing and wagering at the same time has become so popular, is because it is just so easy to do, and people love being winners. It is unlike that growth in this marketplace will stop anytime soon. More and more people are getting smartphone savvy, and realising that a lot more than making a telephone call can be done with these phones. It has even been predicted that smartphone sales will way outstrip that of desk-tops and lap-tops very soon.

Zynga is an example of a mobile an online games developer which has had huge success together with Facebook as its platform, but they are also seriously getting involved with developing mobile gambling games. In fact many once-social games only companies are talking about monetizing their games.

Once Zynga Poker was the benchmark for just about every social gaming company based on its Facebook success, and it will be fascinating to see what the future holds for the company. They have a massive reach in the social gaming marketplace, and they also employ some exceptionally experience developers who know that that marketplace wants from a social gaming perspective.

While Zynga appears to have reached critical mass in recent times, and is not performing very well financially, by monetizing their gaming offering, this might turn things around. Certainly if they succeed, again they will be the benchmark for other players who are interested in getting into the mobile/social gambling game. Experts are saying that the Facebook game bubble has burst, so, we wait with baited breath to see what becomes popular next.

One thing we can be certain of is that whatever it is, it will be mobile.

It has been called the new frontier in online gambling, and while some gambling games are by nature more social than others, this new zeitgeist promises to make playing virtually any gambling game a social experience. It has become such an important factor to the industry that a conference has been specifically called for dealing with what seems to have become another sector of this incredibly successful industry. We’ll take a wager that when the first gambling game went live online, the developers/operators had absolutely no idea just how big this genre would become!

The first Social Gambling Conference takes place on 16th November in London – Dexter House on Tower Hill. iGaming Business is the host.

As experts in the field of gambling online claim they see huge opportunities opening up in the social space, the big question is "where is the money?" Of course this question is as relevant to operators as it is to social gamers who are keen to win prizes. It is the online gambling part of the equation where attention should be focused, but there also has to be a way to get the balance right. This gathering hopes to address the intricacies and interesting facts of a rather complex subject.

As we see social gambling transform into real money gambling online, the same is taking place from the real money online gambling point of view, where this business is becoming more social. So, like in all instances of just about everything, there are two sides to the coin… thank goodness for that…that is how we achieve balance.

Implications include legal and regulatory requirements as the social gaming market unfolds. But as the experts tell us, there are a great many opportunities presenting themselves. All we need to think about to grasp the idea; is the fact that Globally there are close to 1 billion Facebook users. Already more than 11 million regular (daily) users have made social media platforms the place play to win, and it is estimated that 50% of Facebook users play social games.

Facebooks five top casino games are Texas Hold Em, Slotomania, Double Down, Bingo Blitz, and "Best Casino", so, it doesn’t take a rocket scientist to see that a huge new market is readily available for existing online gambling operators – but, and here is the rub, they have to make the games social. The five games we mentioned attract a fairly incredible 11,240,000 daily players; who wouldn’t want a slice of that pie?

The two sides of this global online gambling and social gaming equation has become a classic "you scratch my back, and I will scratch yours" scenario. Each business sector is being offered the opportunity to accelerate one-another’s growth. Money is made from the sale of virtual goods, such as coins to unlock more advanced features. It is in this aspect that money is made. Getting ahead appeals to the need for personal achievement and status, so, players spend the money. Social gamers are therefore not so much different from online gamblers, and in fact many play both types of games.