Our Customers

Key territories
The Group segments its revenues into three key geographic regions: Europe, Middle East and Africa (‘EMEA’), Americas (including Canada, Central, Latin and South America) and Asia Pacific. EMEA is the most important region and in 2008 it represented approximately 85% (2007: 84%) of total new real money player sign-ups and 77% (2007: 74%) of total Continuing revenue; the Americas accounted for approximately 15% of new player sign-ups (2007: 11%) and 19% of total Continuing revenue in 2008 (2007: 21%); and Asia Pacific, which is a relatively small contributor to both sign-ups and average daily revenue.

Geographic split of new player sign-ups %

Playing patterns
Customer playing patterns vary depending upon the game being played. On average, poker customers tend to play between six and seven times each month. They play approximately 170 hands of poker in total, or roughly 25 hands for each session. The average session time is 15.6 minutes for each time they play. By comparison, casino players on average play between 3.2 times each month while the dynamics of sports betting are different again with players placing bets, 6.5 times per month.

As players are able to move seamlessly between games, we monitor a number of key performance indicators both for the business as a whole and by individual product. The statistics for the business as a whole remove possible double counting for circumstances when a player plays more than one game in a single session, while the product data allows us to better understand the dynamics of play between products. The two KPIs that we monitor very closely are: (i) the level of player activity, measured by the number of active player days (calculated as the daily average number of active players in a given period, multiplied by the number of days in the period); and (ii) the spend per customer, which is measured as the yield per active player day and calculated as the revenue in the period divided by the number of active player days in the period.

Our revenue model