If Gambling Companies Always Win Why Do Their Shares Not Always Go Up?

markets rising and falling rollercoasterUnderstanding the stock market isn’t easy. If it was, everyone would have stocks and shares and make themselves rich with every passing moment. In reality, however, there is no consistency when it comes to how stocks and share prices work, with bookmakers being one of the best examples of that.

Whilst it is a solid and reliable business to be involved in, the shares of gambling companies are just as likely to down as they are to go up. There are plenty of reasons for this, with one of the main ones being that the companies often re-invest a lot of their profits.

Whilst that sort of thing can be good for the long-term health of the company, it can be frustrating for shareholders to see the value of their shares constantly going up and down rather than remaining consistent. Ultimately, one of the main things that investors have to consider is whether or not a company is well run. If it is then it is likely to be worth an investment, whilst if it isn’t then you’ll find that it is just as likely to see its share price tank as it is to rocket. That, of course, is the risk of being involved in the world of stocks and shares that all investors have to be wise to.

Re-Investment Is Key

reports and chartsOne of the main reasons why the world of gambling is such a growth industry is that companies are constantly looking to re-invest their profits. There is a need to always be adding new customers, partly because the old customers stop betting and partly because new customers means more money for the company.

As a result, many gambling businesses will use their funds to develop new technologies, as an example, or on sponsorship. Sponsoring the likes of a horse race or a football team will bring in new customers, which will allow for long-term growth.

The problem from an investor’s point of view is that the long-term growth comes at a short-term cost. Whilst spending money on sponsorship or on a new technology that will allow people to place bets quicker, for example, is a sensible thing to do, is does mean that the profit will stop for a short amount of time.

Share prices will take a dip and that can be problematic for those that are looking for a short-term investment. Even so, it remains the right thing for companies to do, which is why the long-term will always be the thing that gambling businesses think about as they re-invest their money.

Companies Need To Be Fiscally Responsible

Make it Rain MoneyThere is no question that gambling is a cash-rich industry. It is a world of business that allows for growth, but only when the companies are run well. That means that they need to spend less money than they earn and operate in a manner that is fiscally responsible.

Not all betting companies work like this, which can result in them seeing a hit to their share price on a regular basis. Some businesses are run well, whilst others take risks that can sometimes lead to them being issued with fines or facing other compliance issues. In that case, the share price will take a hit.

Ultimately, the market likes companies that are run well enough to mean that they are stable. If a company has any instability then the market is going to react accordingly. Businesses that make moves to improve their standing that result in them breaking rules and being issued with fines from the United Kingdom Gambling Commission, as an example, might well get long-term growth but they will also see their short-term market worth dip when those fines are issued. It is why investing in a fiscally responsible company is always the best decision for investors to make.

Gambling Isn’t A Stable Industry

trader analysing marketsWhilst it is easy to assume that the gambling industry is a relatively stable one, it is important to remember what it is that gives an investor confidence in something. The most important thing to most investors is knowing what is going to happen in the future. When it comes to gambling, that is an all but impossible ask, given the manner in which it is an industry that is constantly being regulated by the government.

If there are rumours that a change is going to be introduced to gambling laws, for example, the market will take a hit regardless of whether those rumours end up being true or not.

Any form of bad news can see the share prices of gambling companies take a hit. It might not be that the company that you’ve bought shares in issued with a fine, for example, but that doesn’t necessarily matter. If shareholders feel as though it is an issue that might result in other companies also facing fines, share prices will go down.

There is very little that can be done to avoid this, given that it is just the way that stock markets work, but it is something that stops gambling companies from constantly going up and up as far as their shares are concerned.

It Is A Competitive Industry

big apple small apple large scale small scaleOne of the biggest issues facing the gambling industry is the competitiveness of it. Even the biggest companies in the industry are constantly under threat from the arrival of new businesses that have to work hard to win customers. In order to do so, a new company will need to make all sorts of offers and have countless different promotions so as to gain the attention of customers that might well be quite set in their ways.

These offers and promotions are often loss-leaders, which might well have an impact on that new company’s share price, but will also be all but impossible for more established businesses to keep up with.

If shareholders see other companies winning new customers whilst their own is not, that will have an impact on their confidence and the market will react accordingly. This competitiveness drives many of the decisions that are made by gambling businesses, with the share prices going up and down depending on the success of the attempts to win new customers.

The more customers a company has, the more that they have to work to keep hold of them in the face of a challenge from the other companies that are looking to win their business and so the cycle goes on.