Mobile Gambling – Past, Present and Future

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For many industry commentators, 2011 will be seen as the year in which mobile gambling finally comes of age. For years now, the platform was heralded as the ‘next big thing’ – the future of gambling. Yet, results have fallen way short of the bold projections of a few years ago, and the real growth of this platform only began with the World Cup in 2010 where numbers suggested up to a 400% increase in platform usage across key operators. Attend this session as our resident mobile expert, Aideen Shortt gives an insight to this burgeoning sector with topics including:

-An overview of the market – projections, countries, devices, operating systems
-Products that work on mobile
-What went wrong in the past and what are the enabling trends now
-Current obstacles and roadblocks

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  • Mobile Gambling – Past, Present and Future

    1. 1. © Aideen Shortt
    2. 2. Nicky Senyard Avri Rotem Bill Rogers © Aideen Shortt
    3. 3. Mobile Market OverviewMarketingAffiliate opportunities and obstaclesQ&A © Aideen Shortt
    4. 4. © Aideen Shortt
    5. 5. Source:Juniper Research
    6. 6. Source:H2 Gambling Capital
    7. 7. Player value% of revenue% bets  Current  Future – 50%+ © Aideen Shortt
    8. 8. Unsuitable devicesComplex download processDevelopment process and fragmentationExecution onlyMobile internetNetwork infrastructures 2.5GMNO uninvolvementCustomer confidence © Aideen Shortt
    9. 9. SmartphonesIn-runningBehavioural changes  Mobile internet  Two-screen experienceDemographic correlationsData packagesNetworks and WiFi © Aideen Shortt
    10. 10. Payment processingDelay of 4G – gamingTracking © Aideen Shortt
    11. 11. Sports betting (in-running)Casino / GamesBingoPokerLotteries © Aideen Shortt
    12. 12. © Aideen Shortt
    13. 13. Feature phonesSmartphones  Apple iPhone  Android devices  Nokia – Symbian/Windows7  BlackberryTablets  iPad  Amazon  Others - HP © Aideen Shortt
    14. 14. Source:SOMO
    15. 15. J2ME To app or not to app,Native that is the question?HTML5 The perpetual Android vs. iPhone debate is in a way beside the point. For the foreseeable future, these are the dominant Operating Systems in the market. The real question is who will be #3 © Aideen Shortt
    16. 16. © Aideen Shortt
    17. 17. Not “internet on a small screen”  Understand devices  Understand behaviour  Intricacies of mobileDiscovery vs. Search © Aideen Shortt
    18. 18.  Snacking: Short, easy Multi-tasking – 20% Ofcom Device – iPhone Mobile to mobile Mobile offers Geography – time, promotions Where it might fail – elegant degradation CRM Conversion from web – in-running Website rendering  Device  Use....walking, daylight, one-hand © Aideen Shortt
    19. 19. © Aideen Shortt
    20. 20. Apple App StoreIn-app – good conversionTargetedOdds aggregators Probability, Mecca, BetfredDisposable apps © Aideen Shortt
    21. 21. © Aideen Shortt
    22. 22. CLICKBanners displayed in Real MoneyNon-Gambling Apps Gambling Site
    23. 23.  Still remains most effective marketing tool WHEN DONE RIGHT Instant impact  Sports  Coronation Street / X-factor Personal Time it right Offer lead No opt-out MMS - formatting
    24. 24. FreeMsg: Hi Aideen, log in tonightfor a FREE GBP1 bonus. Whatsmore, like us atwww.facebook.com/ladylucks to seeexclusive offers! Help:08452257777 FreeMsg: Hi Aideen, secret bonus waiting in ur account until midnight. Dont wait any longer, log in and get it now! Help:08452257777 •Flagging “free” •Personal •Time – early evening •Offer, Value-add •Support / Opt out •Txt spk •Social media
    25. 25. What does it mean on mobile  Google  App StoresOnline vs. Mobile  Keywords  Short  Predictive  Top positions critical – only 3/4 per screen © Aideen Shortt
    26. 26. Keywords  Fewer words  Predictive  Be....  Bet...  Betting
    27. 27. M-WebApp Store  Download + Revenue
    28. 28. © Aideen Shortt
    29. 29.  Events – football games, X-factor (city)  GPS . Geography  City  Betting shop Timing Idealism versus Practicality © Aideen Shortt
    30. 30. InfancyFacebook  ½ of 500 million users – on mobile  x2 activityMobile CTR’s are 50% higher than webMobile CPCs are 39% more cost effective than desktop © Aideen Shortt
    31. 31. Display ads Video display adsInteractive video ad unit
    32. 32. Paddy Power – TV, Online, EmailWebsite  Conversion from current player base  PromotionsNew customers © Aideen Shortt
    33. 33. © Aideen Shortt
    34. 34. Separate activity Build separate account Target devices separately 1 to 3 keyword search terms Mobile specific ad copy Utilise ad formats Aggressive bidding strategy Mobile landing pages
    35. 35.  Continued rise in search volumes More tools / reports to analyse mobile data (call metrics in US) Improved targeting options  Target all tablets with full browsers  Mobile carrier insertion Admob integration into Adwords?
    36. 36. UnibetTwitter/Facebook © Aideen Shortt
    37. 37. © Aideen Shortt
    38. 38. @aideenshorttaideen.shortt@gmail.com

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