Guest Blog: iGaming Through the Looking Glass – Part Two, by Mark McGuinness

Guest Blog: iGaming Through the Looking Glass – Part Two, by Mark McGuinness

Thursday, January 22, 2015 Totally Gaming

Following Part One of his blog yesterday, Mark McGuinness looks into how innovation and technology can be applied in the online gaming sector in 2015 and beyond.


Let us consider for a moment how a combination of ‘Internet of Things’ (IoT) and ambient intelligence technologies could combine for the context situation, personalized, adaptive and anticipatory services in gaming and gambling, writes Mark McGuinness.

In a normal scenario gambling activity one can generally assume or the behaviour thereof is initiated by the gambling company sending an email about a particular event, offer, and latest odds to prompt betting activity. Or it’s an advert on the TV during the sporting event, radio, newspaper advertisement or online banners, sometimes referred to collectively as push marketing.

In an IoT scenario it’s Monday night and there is a live football match on the television that you wish to see. You’ve just left the office but are caught in traffic. In your car which is IoT enabled and has already connected to your smart home appliances to switch on the lights, heating and TV as it knows due to your GPS location either from your phone or onboard ‘sat nav’ that your journey time till you set foot at your front door is 35 minutes away.

"The lines are certainly blurring and whether in the home or out of the home, consumers will soon be oblivious to how they currently connect through physical interaction with internet and gaming providers." - Mark McGuinness

The smart phone which is connected via Bluetooth for safe driving of course to the onboard car computer knows through predicative learning that you bet on Monday night football and flashes up the latest odds on the two teams or is conveyed on a new state of the art ‘smart’ billboard which acts as a beacon and pushes the information to your in-car screen display devices.

In the car you initiate your virtual betting companion similar to Apple’s Siri using voice recognition software, to select the best odds from the fixed odds comparison engine on the home football team. Which then logins into your account and places the bet. Of course all of this information is duplicated to your home appliances in particular you’re Smart TV.

On arrival at your home, the lights are on, the house is warm and your Smart TV is powered up for you to watch the football match which displays your current pre match kick-off bets. As the match unfolds, your smart application alerts you both on your phone and TV that you’re bet is in danger of being a losing one.

On screen it presents you with the option to place another series of bets based on smart algorithms for intelligent betting to hedge your current liability or risk or provide arbitrage betting opportunities for a win due to the in-play odds offered by the betting companies. This of course is all without any real user interaction in the sense of tapping, pinching, looking for the power on button on your roster of devices!

But wait, there’s more; you wish to tell your friends about your bets or just general socialization around the football match. You connect to your iBeacon from Apple, an internal piece of technology, which is an indoor positioning software using Bluetooth technologies to locate and connect to compatible devices nearby to send notifications of your bets in real-time. This type of communication pathway could be very useful within football stadiums whereby the physical structures impinge or inhibit the normal phone signal reception.

So what about the gaming IoT experience? We have already seen the push back from the land based casinos on wearable tech such as Google Glasses as it may provide the player with certain advantages over other players and of course the casino itself.

However, the same IoT appliances and methodology as in the sports betting scenario could apply to the likes of poker with sensors within the home transmitting fluctuations in heart rate, perspiration or via specific poker style health wearable bracelets that provide ‘tells’ as to the players hand or not could be an interesting augmentation to the gaming experience especially if everyone player wise was on a level playing field.  

The lines are certainly blurring and whether in the home or out of the home, consumers will soon be oblivious to how they currently connect through physical interaction with internet and gaming providers, as it will be all around, all seeing, all learning and always on. After all gaming is an ephemeral experience that lasts for only but a moment, perhaps in some ways an IoT ecosystem can extend that gaming interaction through everyday devices that we shall soon take for granted.   

Whatever your voyage to ICE Totally Gaming this year, you’re sure to walk into an Internet of Things Discover - Extraordinaires.


Author biography:

Mark McGuinness has more than 15 years’ experience in digital marketing director roles with both private and public iGaming operators. He is the resident iGaming Futurologist for Isle of Man-based Mainstream Marketing & Communications, a digital marketing agency offering business and marketing advice on social gaming, i-gaming, bitcoin and land-based gambling.

For more information about ICE Totally Gaming, visit


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