What price Paradise?
Topic: Poker
The recent announcement that Paradise Poker is to be acquired by Sportingbet plc gives poker players a unique insight into the financial side of the online poker industry.
Click here to see the details of the offer. Sportingbet agrees to pay an initial consideration of $297.5m, of which $193.3m is in cash, the remainder in Sportingbet shares. An additional bonus payment of up to $50m is payable in cash and shares, dependent on the performance of Paradise in the next three years. Further payments may be due, depending on performance in the following three years.
The acquisition document tells us about Paradise's financial performance:As at the end of July 2004, it had roughly 10 per cent of the online poker market, as measured by number of customers, with 721,000 registered customers of whom 97,000 are `active'. Active players are defined as "real money players who have made a balance movement on their account in the current or preceding two quarters".
For the 7 months to the end of July 2004, Paradise generated turnover and operating profit of $37.2m and $21.3m respectively.
There has been rapid growth in total monthly rake during 2004, rising from $4.4m in January to $7m in September. Seventy-nine per cent of deposits this year have come from US customers, 11 per cent from European customers and 10 per cent from the rest of the world.
In 2002, when rival operators were advertising heavily on televised poker tournaments, Paradise instead focused its efforts on developing multi-table tournaments (MTTs). Consequently, Paradise lost market share and rake income. However, since the launch of MTTs, the company has enjoyed rapid growth.
Paradise has a high level of operating gearing. This means that the majority of its costs are fixed and the main
variable cost (i.e. cost that increases with a rise in rake income) is the processing cost, i.e. money transmission. Personnel and IT costs are low relative to rake income. Marketing expenditure is now the largest cost incurred. Operating margins have fallen from 82 per cent in 2001 to only 57 per cent now, due to a big increase in marketing.
Sportingbet's directors believe that the online poker market is worth between $1bn and $1.5bn based on
current industry total rake and that an average of 37,675 people play online poker for real money every day. North America accounts for 75 per cent of this market. Sportingbet hopes to use the acquisition to capitalise on cross-selling opportunities, in particular it notes that there is a high tendency for poker players to also be sports bettors.
My thoughts:A substantial amount of money is being taken from players in rake. However this is coming from a very large number of people. It seems that online poker has a high churn rate; if only 97,000 players out of 721,000 registered are 'active' by the definition supplied.
The industry still believes that it's in a growth phase and is thus prepared to spend vast sums on advertising. Less clear is what it pays in deposit bonuses and freerolls. Paradise isn't the most generous in terms of affiliate schemes, rake-backs and freerolls, so its margins might be higher than other sites, at the cost of lower overall customer numbers.
While operational gearing is high, it may not be as high as some imagine. Something has to account for the difference of $15.9m between turnover and operating profit in the first seven months of this year. I think that most people underestimate the cost of moving money between banks and customer accounts. Overheads however, as understood by most companies (staff and IT) are small.
The dominant market, geographically, is the US. This comes with some risk due to the possibility of legal challenges, which might be why the shareholders are happy to sell out to a buyer armed with so much cash.
Sportingbet's directors seem highly optimistic about the cross-selling opportunities. I would be more cautious. The acquisition document states that the deal would create 'the only global combined online sports betting and poker business'. That may true on a global basis, but for the world outside the US, there are Coral (Eurobet) and Betfair, both of which allow players to move their money into a sports betting account on a real time basis. In any case, it's not immediately obvious to me that players have that much loyalty to one site or bookmaker.
I would be interested to know what others think about this, in particular those who feel that the rake charged by online sites is unjustified.