BSkyB announced the full-year financial results showing a 37% increase in turnover to £261m for its betting subsidiary, Skybet.
Gross margin increased from 8% to 10% driven by the introduction of fixed odds games such as roulette and multi-line slot games.
Although the company did not provide breakdown figures for its betting operation, Nick Rust, BSkyB director of betting and gaming, revealed that television betting drove the firm\’s progress as it accounted for nearly 80 per cent of SkyBet\’s turnover, while the rest came through the firm\’s internet and telephone business.
Rust also said the company achieved better margins than other TV sports betting operators.
“Our customers aren’t shopping around. They just want a bet as part of their entertainment, and we’re giving them the opportunity by offering bets on every live event possible.”
BSkyB\’s intention is to place greater emphasis than before on betting products available through Skybet on Sky’s own interactive television service and other channels, including Channel 4 and At The Races.
The firm is well positioned to take advantage of the Gambling Act, which when fully implemented will present an opportunity to offer services combining TV and interactivity. Skybet intends to expand its interactive television betting services, launching live poker tournaments and true casino games, in addition to the fixed odds games already available.
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