HUNTINGTON, NY--(Marketwire - Feb 11, 2013) - Compliance Systems Corp (
SeanieMac Limited's recent successful transition to a publicly traded company was a major milestone in our company's history. I would like to welcome all of our new shareholders, and take this opportunity to discuss our position, strategy and goals for 2013.
We are preparing to launch our new, online wagering website, www.SeanieMac.com. It is the only full-service online betting website that is Irish owned and focused on the underserved Irish market, Irish bettors and Irish sports book featuring the Gaelic Athletic Association's (GAA) Gaelic Games -- a powerful differentiator. Based in Dublin, Ireland, SeanieMac is closely and clearly connected with the GAA, which provides instant, dominant brand recognition comparable to the U.S.' NFL. The Irish gambling industry generates $18.7 billion in revenue with approximately $3.2 billion being produced online and growing rapidly at double digit rates.
While our website is now online, we plan to go live with actual wagering operations next month supported by a major, nationwide public relations and multi-faceted advertising campaign.
We have an efficient business model that uses a highly regarded online gambling software platform, so that all back office and customer service functions will be provided through a joint venture with an industry leader. This enables us to focus on the sales and marketing of the SeanieMac brand. We are confident of quickly capturing market share.
The SeanieMac Beginning
There is much overlap between the hospitality and gambling industries as is clear in the U.S. with its integration of hotels and casinos. Over the last 20 years, I've built a successful hotel business as a principal in Brian McEniff Hotels, which owns eight resorts throughout Ireland. Relatively speaking, the McEniff name in Ireland would be considered the equivalent of the Trump name in the United States.
Although I had a minor sports career in the GAA in the '80s, you are more likely familiar with my father, Brian McEniff (the hotel company's namesake). He had an illustrious GAA sports career that began by being named to the GAA All-Star Football Team in the '70s and, early in his career as manager, leading Donegal to its first All-Ireland Senior Gaelic football title in 1992 -- the Irish equivalent of winning the U.S. Super Bowl. Today, he is widely regarded as the senior statesman of GAA football.
While there is no affiliation between Brian McEniff Hotels and SeanieMac, with my many years of successful experience in the hotel business I am confident the opportunity and timing are right to launch SeanieMac and capitalize on the underserved online Irish sports gambling market. My expertise in the hotel industry is sales, marketing and public relations and SeanieMac is, at its core, a sales and marketing company.
For the benefit of our U.S. shareholders, I will note that while Gaelic Games are actively played in leagues in U.S. cities such as Boston, online gambling is not legal in the United States and we do not market to or serve the U.S.
$3.2 Billion, Fast Growing Irish Online Gambling Market
Industry analysts report global online gambling revenues currently total $32 billion, and are expected to grow 52% to reach $46.1 billion by the end of 2015. Clearly, this is a vast marketplace with strong growth.
Online gambling is quickly becoming a key driver in the gambling industry as a whole. Since 2003, the market has grown by an annual average of 23%, while the gambling industry as a whole grew an average of 15% during the same time period. Sports betting is the strongest category of online gambling, representing 41% of the market's overall value.
The total gambling industry in Ireland is estimated at $18.7 billion in gross revenue in 2011. Its gross revenues from online gambling reached $1.7 billion in 2011, or approximately 5% of the global market. According to the Irish Examiner, the Irish online gambling market is estimated at $3.2 billion in 2012. Extrapolating industry growth as a whole on the Irish market, Irish online gambling is expected to grow to $6.5 billion in 2015 and reach $9.8 billion by 2020.
Gaelic Games Growing in Appeal
As its national pastime, the Gaelic Games have long been popular in Ireland but they are gaining worldwide appeal, especially in areas with large communities of Irish emigrants and their descendants, such as the U.S., Canada, Australia and the United Kingdom, where many communities have their own teams and clubs participating in the Gaelic Leagues locally and internationally. Traditional Gaelic Games include Hurling, Shinty and Gaelic Football. To learn more about the GAA, see www.gaa.ie.
Competitive Advantage: McEniff and the GAA
SeanieMac is well positioned to become the only full-service online betting website that focuses on the Irish market, Irish bettors and Irish sports, such as the Gaelic Games. We are targeting the Irish market where the McEniff family name ensures instant brand recognition, as well as credibility and quality.
For our American shareholders, can you imagine if the NFL's Joe Namath, John Elway and Joe Montana all did televised, web-based and print endorsements of an online gambling site focused on betting on NFL games? We have assembled an impressive roster of "A-list" Gaelic Games former athletes for endorsements, starting with Larry Thompkins, who is considered the Irish equivalent to the NFL's John Madden.
The Irish are, by nature, nationalistic and incredibly loyal to their local and regional sports teams and sports heroes -- all wrapped in a positive spirit of healthy competition. One friendly wager I can make with you is that, if you come to Ireland, you will find the passion of the Irish people for Gaelic Games and its star athletes far surpasses anything you have ever seen in the American NFL football. We will roll out the names of the other GAA superstar athletes in the weeks ahead as we prepare a mass-market advertising and public relations blitz next month to support our operational launch.
Our GAA relationships enable us to secure streaming rights, through seaniemac.com, of GAA's in-season games worldwide, as well as the ability to offer in-play GAA betting, which distinguishes the Company from its closest competitors. Our initial product offering features sports betting, the largest and most well-known industry segment. We will also offer a full range of both traditional and live casino games, poker, roulette, blackjack, baccarat and other skilled and interactive games such as bingo.
Our upcoming launch and marketing strategy for 2013 will also feature competitively better than average odds for bettors, and special bets and promotions which we know to be a major draw, helping to build brand loyalty.
Highly Scalable Growth Strategy
As a purely online business, SeanieMac has no cost of goods, inventory or shipping. All of the odds and risk management are managed by sophisticated software and have been market tested. Once our overhead is covered, margins are extremely high and profits can grow quickly.
Our target market includes bettors in Ireland and the UK, and Irish expatriates & descendants in the United Kingdom that bet online through mobile devices, pub affiliates and by phone, on sports, casino games, and poker. Once we have captured significant share of this market, we will begin expanding our offerings to include sports such as darts, cricket, rugby and boxing.
SeanieMac intends to partner with an online gambling industry leader, BoyleSports, one of the UK's leading independent bookmakers. It will provide us the complete SeanieMac-branded online betting platform along with full back office support and top quality front office customer service. This leaves us with low overhead and operating expenses while greatly reducing our technological and operational risk. Through BoyleSports, we plan to license OpenBet's software, renowned as the Internet gambling industry's leading software with the best user experience.
SeanieMac 2013: Betting on Success
Our business plan envisions an aggressive operational launch shortly and sets an ambitious agenda for 2013. Our goals include:
- Capture one to two percent of $3.2 billion Irish online gambling market share. One in three Irish adults wager regularly, 50 Euros per week (about $65) on average. To achieve just our one percent target, we need only convert 10,000 bettors, or two tenths of one percent of the entire Irish population.
- Reach positive cash flow. We target reaching positive cash flow in the second half of 2013.
- Build our management team. We have a strong team in place initially, having recently announced two members of our Board of Director. We plan to add veteran industry executives to management, the Board of Directors and an Advisory Board commensurate with our expansion.
- Stay at forefront of technology. We plan to grow and evolve our technology to capitalize on the latest innovation ensuring the most robust offering for our customers. Part of this strategy includes producing a mobile device app that will enable our customers to wager from smart phones and tablets.
- Raise growth capital. As a public company, we have a lower cost of capital. When the time is right, we will raise capital to fund growth.
- Aggressive Marketing Strategy. In addition to the multi-media blitz planned for our March launch, our marketing campaigns will include social and conventional media, TV, radio, print, web-based and public relations, advertising and cooperative marketing.
- Form Strategic Alliances. These may include joint ventures, acquisitions and co-marketing agreements with key hospitality, pub, travel, tourism and other associated industry companies.
- Communicate Proactively. We will implement an investor relations program to keep our shareholders informed and to communicate proactively with Wall Street.
As a newly public company, we have raised our visibility and increased our opportunities for growth. It is a privilege to lead this company into what I strongly believe to be an exciting and rewarding future.
Chairman of the Board of Directors
Safe Harbor Statement
This news release contains statements that involve expectations, plans or intentions (such as those relating to future business or financial results, new features or services, or management strategies) and other factors discussed from time to time in the Company's Securities and Exchange Commission filings. These statements are forward-looking and are subject to risks and uncertainties, so actual results may vary materially. You can identify these forward-looking statements by words such as "may," "should," "expect," "anticipate," "believe," "estimate," "intend," "plan" and other similar expressions. Our actual results could differ materially from those anticipated in these forward-looking statements as a result of certain factors not within the control of the company. The company cautions readers not to place undue reliance on any such forward-looking statements, which speak only as of the date made. The company disclaims any obligation subsequently to revise any forward-looking statements to reflect events or circumstances after the date of such statements or to reflect the occurrence of anticipated or unanticipated events.