Apps, ads and accumulators: bookies ready for record World Cup
* Bookmakers forecast record business from soccer World Cup
* Tournament highlights fans' mobile betting and bet variety
* Market share vital; industry changes afoot
* Britain's higher taxes expected to spur consolidation
* Bookies develop apps, websites to keep clients with them
By Keith Weir and Padraic Halpin
LONDON/DUBLIN, May 23 (Reuters) - Tech-savvy gamblers using smartphones and tablets to bet on live match action will help to make next month's soccer World Cup the most lucrative sports event ever for British bookmakers and bring welcome relief from tough market conditions.
Betting companies in Britain are grappling with tighter regulation and an additional tax burden of 400 million pounds ($675 million) over the coming year - moves that have weighed heavily on their share prices.
But the Brazilian sporting drama dovetails with a surge in soccer gambling - now rivalling horse racing as the main online revenue earner for British and Irish bookies - and could mean industry earnings double from the last World Cup. Continuación...