In accordance with the Board's desire for a broad geographical base, the Group has invested in its Emerging Markets division for the past two years. The primary focus of this division is to identify new potential markets for online gambling, to understand the gambling culture, propensities and regulation in these regions and, if appropriate, launch into these markets. The expansion in our global footprint also helps to support the sustained increase in the Group’s global sports offering which is proving to be increasingly popular with its existing European sports customers. The Emerging Markets financial performance is currently incorporated within the European division’s financial report.
The Emerging Markets division has been focused primarily on two regions, Brazil and Canada.
During the year, the Group acquired a sports betting licence from South Africa, in conjunction with a local partner. This licensed South African business was launched in February 2009.
In Brazil the Group has developed a strong business over the past two years, growing fourfold over the prior year, albeit from a relatively low base. The Sportingbet brand has developed a strong media presence in Brazil as well as being the main sponsor of the Brazilian football league’s second division – home of Corinthians, Brazil’s most popular team. The experience gained from this market will be used to launch into other geographies in the region. All profits are currently being reinvested in this market.
