Gambling is a key area for growth at Ryanair. The company derives about 13% to 14% of revenues from services such as in-flight lotteries and luggage fees, and this enables it to offer about 25% of its flights for free. Ryanair CEO Michael O`Leary has mentioned that by introducing gambling games like poker and blackjack on the company`s website and on flights, it would like to eventually offer 50% to 100% of its flights for free. The company is placing a considerable bet that passengers want to be entertained. If the move is not successful, would the airline be able to raise its prices or find new services, or both, to keep customers flying? In a hugely competitive atmosphere where ticket prices may be irrationally low, it could quickly spell disaster for the airline.

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