Despite the fact that Zynga is essentially a US company, the US online gambling industry has hardly even reached the infancy stage. It is not legal at a Federal level, and only two states have so far made online poker legal, with a vague possibility that casino and other gambling activities, may become legal sometime in the future. Zynga however, had to change or fade into obscurity, so, the obvious choice was to change. They threw their lot in with online gambling giants bwin.party in October 2012, and have now opened UK-facing real money online gaming sites.

The launch was scheduled for yesterday (at the time of writing), and we have taken a look at the screens-shots, things are looking good.

These brand new sites are the first evidence of the bwin.party/Zynga partnerships, comprising of both a poker and an online casino website. These are both real money gaming platforms, aimed at players in the UK, aged over 18years. The casino features a full suite of approximately 180 games including classic table games such as blackjack, roulette, and slots, amongst many more.

At one time the Zynga brand was the leading provider of social gaming services in the world. But with this new and exclusive partnership, it brings together social gaming expertise, with the owners of blue-chip assets. We are expecting this aggressive move into the real gambling space to be a product of very high quality, and apparently so too do shareholders – stock prices for the company have increased by 50% after a shocking drop during 2012.

The company posted massive losses, and a now a new executive pay scheme basically doubles the salaries of various key executives Marc Pincus himself is on a salary of $1 per annum. He has obviously made more money than he will ever need already, and this is a fabulous gesture to prevent a brain drain. Top brass will have the potential to maximize performance bonuses, while he offers his services for just about free of charge.

According to news reports, the poor performance of the firm led to losses of game designer Brian Reynolds, Dan Porter, CEO of Draw Something (OMGPOP), and CFO Dave Wehner. The new salary scheme, plus Pincus’ sacrifice should have the desired effect, while the new real money gambling websites have resulted in a show of confidence in Zynga products. It also helps that they have partnered with bwin.party – the biggest Stock Exchange listed online gambling concern in the world. It looks like this year is getting off to a much better start.

One of the reasons we say that the online gambling industry is a "mainstream" industry, is because of the size of the prize on the bottom line for operators. It is hardly surprising that the UK Government is re-visiting its taxation laws for this industry – during 2012 online gambling was worth more than £2 Billion; it is envisaged that this will grow monumentally. Her Majesty’s Customs and Excise hardly receives a share in this loot, as taxation mores are so tough that most UK operators provide these services to the UK-audience from White Listed, yet distant shores.

£2 Billion is a massive amount of money in an industry which grows, hour-by-hour, day-by-day, year-on-year. Now with mobile gambling being the new zeitgeist, Internet gaming is predicted to grow even more. Some remarkable growth percentages have been seen in this sector of the industry, especially during 2012, as more people get hooked up with a smartphone.

The leading gaming growth sector in the UK is currently real money sports-betting, and especially popular are the “in-play” wagers that can now be made from the convenience of a mobile phone. Just as an example – in the period 2011 to 2012, football betting has seen an increase of 69%. This makes it the second-most lucrative gaming market in the country, just a wee bit behind horse racing.

A recent study which revealed these result, also yielded other rather interesting results too. For example we now know that William Hill is in the lead in terms of market-share, but this does not necessarily mean they have the lions-share of the entire industry. 15% goes to William Hill, while Paddy Power, Betfair, Ladbrokes, and Bet365 each control the same at 11% each. 44% of the market is attributed to "other" operators.

Research is indicating that 29% of users who gamble online are using mobile devices, and smartphones to facilitate this form of entertainment. Searches for online gambling products from smartphones have also grown by 75%. This proves that the spirit of the times is for mobile gambling, and sport-betting is mostly what these users are looking for.

The Island of Jersey has now entered the race to become a licensee state. They are joining into the melee with territories such as the Isle of Man, Gibraltar, Malta, Alderney, and one or two other well-liked destinations. With so much attractive competition, the UK Government has a hard task ahead of them if they think they might be able to attract operators back to the fair shores of Pudding Island.

It is not the first time we have heard mention that tax Cuts could be looming for British online gambling ops. It is also no secret that most of these operational companies have joined the exodus to more temperate climes. Most UK online gambling concerns, even the BIG guys such as William Hill, long ago ran away to "White Label" shores such as Malta, Gibraltar, Isle of Man and Alderney.

However, this does not prevent large operators from offering this form of virtual entertainment to a UK-facing audience. Therefore the UK Government needs to find a way to bring some potential tax pounds back to the country. The best and most obvious way to do this would be to offer tax cuts. But will the Government actually enact this – that is the multi-million pound question?!

If we think about it logically, gambling is a numbers game, but then so again is collecting tax. So, we ask you a simple question, would you rather have 5% on millions of pounds of potential income? Or would you rather have 15% of nothing? It doesn’t take rocket science to see that online gambling firms have left the country to take advantage of tax shelters for very obvious reasons.

Apparently now Government Ministers are seeing the madness in the tax situation, it has taken the longest time; and is hoping to encourage operators to base themselves in, or return to Britain.
One thing that is for certain – IS – online gambling is going nowhere at all, and unprecedented growth is being seen in this industry still. Mobile gambling growth using Android, iPhone, iPad, and other tablets, and smartphones, is becoming an off-the-wall trend. This kind of growth in popularity and spending is just too good to resist not getting a share.

While the Government in the UK, mulls over the idea of tax cuts on revenues from this massive growth industry, the Governments of Alderney, Gibraltar, Isle of Mann, and so on, are all cashing in on what has become a mainstream industry. These territories are also cashing in on the perks that work hand-in-hand with healthy industry – job creation for example.

Rumour has it that taxes in the UK will be cut from 15 to 10%, but we don’t really know if 5% would make all that much of an impression. 10% does bring it in line with some other territories, but whether this will be incentive enough, still remains to be seen. The wheels of law-making turn slowly, and we all know that money likes speed. Perhaps a little less "mulling", and a little more action might be required.

We often come across news items regarding big wins at online gambling websites. These wins are often nabbed by online slots players, and we are talking about millions of Kroner, not just trifling wins. But, despite the fact that the Swedish winters are long, and online gambling is a fun way to spend those long, lonely, dark, endless nights, the Swedish Prime Minister is taking his life in his hands by proposing changes to gaming laws.

The motivation for the changes is apparently due to some stats release by the National Audit Office. The stats were released in June 2012, and changes are scheduled to be implemented by mid-2014. According to the news report, there has been an “increase in pathological gambling has been identified among certain groups of gamblers”.

While legislation will be implemented to take away certain gambling freedoms a couple of years down the line; it pays to remember that time flies fast when you are having fun, and online gambling is nothing more than having a little harmless fun. If problem gamblers are on the increase, then people are the problem, not gambling per se. This is something we have always maintained, but the real issue seems to be that competition between illegal or unauthorised gambling providers seems to be the main cause of Swedish residents gambling problems. Again, it seems to us, that people are the problem not gambling itself.

By the 31st May of this year we should know exactly what proposed law changes will be. But we have absolutely no doubt that online gambling will be affected. Changes in regulations will more than likely affect high risk areas the most, and as online gambling is a numbers game, with more numbers than ever before playing these games, it stands to reason this industry will be targeted.

However, there is some light at the end of the dark tunnel of those cold lonely nights for the Swedes. It is perceived that current legislation is simply weak in the area of social protections, so the aim is to strengthen these weaknesses, not institute outright bans. Bans in countries which disallow gambling online are often perceived to be bans on access to information, as well as an infringement of rights to choice. No radical overhaul of the present systems is to be expected.

Even state-controlled Svenska Spel was named in the report, and they are one of the very few “legal” Swedish gambling providers. Here it is interesting to note that they also have a very strong online presence. They offer bingo, casino games, sports betting and poker; live and online as well as throughout the entire Swedish entertainment industry, which means restaurants and pubs, as well as bingo halls – the lot.

They have been offering online poker through the Boss Media (now GTECH G2) platform since 2005, which makes them the only authorised product in Sweden, so, where does the “competition” factor come in? Apparently residents have easy access to all kinds of online gambling sites, so, all the Swedish Government need do is require fair individual licensing and regulation, just like nearly all of the EU.

While Northern Ireland is considered to be part of the United Kingdom, this area is a self-governing territory, which implements its own distinct laws. Heaven knows the IRA fought long and hard enough to gain this distinction.

In terms of online gambling legislation and regulation, there was once the idea that an independent licensing authority should be created. However, the idea was soon rejected, due to logistical difficulties. Now Nelson McCausand – Minister of Social Development – Northern Ireland, has announced that new gambling legislation is to be formulated shortly. Apparently the new laws are not expected to affect online gamblers in any drastic way.

The need for new laws has become essential, because as times have changes, the old laws cannot hope to cover all the facets of every gambling portfolio, that is available to the public today. Basically these new laws are for consumer protection, and are focussed at players, and the money they spend being protected.

The EU marketplace as a whole has seen online gambling, as well as games such as poker, surge in popularity. In particular in terms of the game of poker, live events have become just as popular as playing online. Therefore the new Northern Irish laws will be designed to comply with the provisions of the EU, and unlike various EU countries, which have been recently seen taking the law into their own hands, the Northern Irish have no desire to take the EU Commission head on.

The other crucial aspect according to Minister McCausand, is that the original Betting, Gaming, Lotteries and Amusements laws were promulgate in 1985, and only dealt with the activities of bingo clubs, gaming machines, and so on. The times, they are a changing, and therefore so too must the laws. Gambling is so much more than mere bingo today, and is available across a wide variety of channels.

He is also keen that their laws should fit with the laws of the EU, and has in fact made it clear that they wish to have strict adherence with EU provisions.

There is also the matter of the Problem Gambling Review, when in 2009, problem gambling numbers were… well… a problem. At the time the review was conducted it revealed that at least 2% of the Northern Irish population, were actually gamblers with problems. This was a highly damaging review, and at the time, although poker was not mentioned per se, online poker operators had something to say. Operators such as Betfair, Paddy Power and Ladbrokes, are highly reputed brands in this industry, and obviously had something strong to say regarding the results of this review.

However, new laws will increase player protection, as well as address specific loopholes that seem to be present in the current gambling system. As EU law is not anti-online gambling, we don’t see any difficulty with new Northern Ireland law. They have absolutely committed themselves to strictly comply with the EU. Regulations and standards in the UK are being extensively studied to ensure a similar model for this independently governed territory.