MOBILE PAIN POINTS
HEAD OF MOBILE
• Flagship brand of The Betway
• Launched in 2006, offering
extensive game choice across
in-play sports betting, virtual
casino, slots and poker.
• Mobile offering on iOS and
Android launched in 2012
across both sports betting and
Lenovo IdeaCenter Horizon
• 27-inch tablet
• Only 17 lbs
• Probably lasts 5 mins after a charge...
We can no longer assume device size and usage can
be pigeon-holed like in the past.
How users can interact with these devices differ also – with the
introduction of touch/gesture enabled laptops/PCs.
“Mobile” isn’t the mobile we knew even 6
APP STORES DISTRIBUTION?
One of the first places users go to find your brand.
Users already there – if rank in category or keyword/s
you pick up extra players.
Apps offer wider channel of comms for Loyalty &
APP STORES RANKING?
Mostly downloads right now
Ratings, Social and interaction features more prominent?
Downloads, Uninstall rate, Ratings
Social and interaction features more prominent?
APP STORES TRACKING?
Difficult to track in conventional manner.
There are platforms out there which offer functionality
to track app installs.
Difficult to incorporate into internal systems to fully
understand how app installs (Organic & Paid)
contribute to marketing campaign bottom line.
Traditional web affiliates slowly realised potential for Mobile traffic.
New areas of affiliate marketing still immature.
Most app developers still apprehensive in working with gambling
3-pronged monetisation: Freemium, In-App Purchases, Affiliate
DISPLAY ADVERTISING RELEVANCE?
Distinction between traditional desktop and tablet traffic is confusing.
Tablet “experience” mixture of scaled-up mobile sites or
straight desktop. Publishers starting to offer responsive
sites that cater for all device resolutions.
Some tablets don’t cater for Flash platform –
HTML5 “rich-media” supported better.
PAIN POINTS CALL TO ARMS
Organisations have started to fully embrace “Mobile”.
HOWEVER don’t allow it be siloed for too long.
Mobile needs to be much more integrated in culture, process, knowledge
and strategy of business as whole.
Working in Mobile gives us a great platform to make the business as a
whole more relevant for new visitors and current players.