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Mobile gambling summit  frictionless mobile environment velti
 

Mobile gambling summit frictionless mobile environment velti

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    Mobile gambling summit  frictionless mobile environment velti Mobile gambling summit frictionless mobile environment velti Presentation Transcript

    • Creating Frictionless Mobile Environment MOBILE GAMING & GAMBLING SUMMIT September 2013
    • Agenda Review of UK mobile trends behaviour Evolution of mobile payment Case Study – Pocket Fruity Pros & Cons of mobile payment New innovations
    • Reinventing Marketing for the Mobile Era MOBILE GAMING & GAMBLING SUMMIT UK Mobile Market MARKET SHARE IOS/ANDROID IN THE UK Android 46.6% iOS 28% Symbian 3.1% Windows 6.4% BlackBerry 15.2% 97%MOBILE PHONE PENETRATION IN THE UK 64%OF WHICH ARE SMARTPHONE 56.5% 64.0% 53.8% EUS UK US Dec 2012 Dec 2011 £0 £20 £40 £60 £80 £100 £120 0.0% 1.0% 2.0% 3.0% 4.0% CONVERSIONAVARAGEORDERVALUE(AOV) Tablet ownership has doubled from 9% to 19% And delivers great conversion iPhone iPad Non-Mobile Other Mobiles Other Tablets
    • Reinventing Marketing for the Mobile Era MOBILE GAMING & GAMBLING SUMMIT 57% of Gamblers are PAYG 57.0% 43.0% 39.0% 61.0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% PAYG Pay Monthly Gambling Community vs. O2 Population - Customer Type 45.0% -29.0% -40.0% -30.0% -20.0% -10.0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% PAYG Pay Monthly Gambling Community Diff. to O2 Base - Customer Type • A customer using mobile operator billing for gambling is more likely to be from the Pay as You Go customer base. • The Pay as You Go gambling sample is 45% larger with the Pay Monthly sample 29% smaller in comparison with the overall O2 population. Gambling Community Population index
    • Reinventing Marketing for the Mobile Era MOBILE GAMING & GAMBLING SUMMIT • Data is based on the Pay Monthly population where detail customer information is available. • A significant proportion of the gambling community sample is in the 25 – 35 age range which over indexes the O2 customer population by 42% • The 18 -24 age range for the gambling community is 60% larger than the O2 customer base. • Over 50% of the gambling community is weighted towards lower age ranges. In comparison to the O2 customer base there are significant differences. 1% 0% 15% 39% 21% 15% 8% 3% 0% 10% 28% 22% 22% 15% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Unknow 0 -17 18 - 24 25 - 35 36 - 45 46 - 55 56+ Gambling Community vs. O2 Population - Age 60% of Mobile Gamblers are 25-45 years old Gambling Community Population index 20% 18% 16% 12% 12% 8% 6% 5% 3% 1% 32% 15% 12% 9% 9% 9% 5% 5% 3% 1% 0% 5% 10% 15% 20% 25% 30% 35% Gambling Community vs. O2 Population - Region
    • Reinventing Marketing for the Mobile Era MOBILE GAMING & GAMBLING SUMMIT 39% 27% 26% 4% 2% 2% 1% 20% 26% 31% 5% 7% 7% 3% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Sociables ASS Families Unknown Active Optimists Others Free Thinkers Gambling Community vs. O2 Population – Needs Segment 53% of gamblers are most likely to need internet on the move • Data is based on the Pay Monthly population where detail customer information is available. • A significant proportion of the gambling community sample form the Sociables. Sociables are described as the following type of person: • “Sociables love new technology and gadgets. They aspire to owning the best brands and use them to impress and make a statement. The internet is very important to them; in fact, they can’t survive without it and are most likely to access the internet on the move.” • 53% of the gambling community is located in the Ambitious Status Seekers and Families segments which are both classified as being tectonically adept in their descriptions. Gambling Community Population index 34% 47% 8% 8% 3% 25% 46% 9% 16% 4% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Android OSx Blackberry OS None Others Gambling Community vs. O2 Population – OS Type
    • Marketing, Reinvented for the Mobile Era 7 Evolution of Mobile Payment Two types of mobile payment – PSMS & Direct billing Key improvements • Tariffavailability–upto£30 • DirectBillingavailability(dynamicpricing) • CorrecttreatmentofVAT Network Market Share (approx) 22% 35% 22% 12% 9%
    • Marketing, Reinvented for the Mobile Era 8 Case Study Pocket Fruity • “Gamified” mobile focused casino targeted at the casual players at the softer end of the market. • Mobile payments an important part of the player experience. Reinventing Marketing for the Mobile Era MOBILE GAMING & GAMBLING SUMMIT Stats 67 30 3 First Deposit Method % Mobile CC Other45%of mobile billing users migrate to other deposit Customers’viewpoint • Quick, easy and convenient. • Defacto spending limit. • More trustworthy.
    • Reinventing Marketing for the Mobile Era MOBILE GAMING & GAMBLING SUMMIT
    • Reinventing Marketing for the Mobile Era MOBILE GAMING & GAMBLING SUMMIT What next - innovation • Payment page hosted by gaming operator • Frictionless/seamless payment – No log out – No re-entry of mobile number • Ownership of content • Ownership of analytics – Conversion
    • Reinventing Marketing for the Mobile Era 11 Who We Are 12 years defining an industry NASDAQ 20+ offices around the world 1200+ brands and agencies 4100+ SMS “in-app” campaigns in 2012 “All-platform” 22 bn monthly impressions Pioneer in Mobile Potential: Balanced technology, creativity and expertise Our Experience bwin.party Betware NetPLAY
    • Thank you