M2 roadshow europe mikko mattinen veikkaus

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M2 roadshow europe mikko mattinen veikkaus

  1. 1. Mobile Gambling Mikko Mattinen Head of Online & Mobile 2
  2. 2. Veikkaus A Finn to win
  3. 3. A FINN TO WIN 1996 worlds first Internet gaming company 25% of turnover through the digital channels 9 million a week Turnover over EUR Over 800,000 visitors on veikkaus.fi every week, which equals 36% of the adult population turvaluokitus
  4. 4. Competitive strategy 1. Discovery 2. Relationship New Perspectives New Opportunities Drive traffic to Build relationship Veikkaus.fi with the buyer Market creation of Update of segment products status Segments Dynamic content delivery 3. Retention New Choices On-line category management Time-to-choose Re-purchase turvaluokitus
  5. 5. turvaluokitus 6
  6. 6. Benchmarking of mobile services Bwin Danske Spil Ladbrokes Norsk Tipping Unibet Svenska Spel 7
  7. 7. Mobile Services Java SMS WAP Other Bwin No No Yes Danske Spil No Yes Yes Ladbrokes Yes No Yes Norsk Tipping No No Yes Only Java App Svenska Spel Yes No No Unibet ? No Yes Veikkaus No Yes Yes turvaluokitus 8
  8. 8. Bwin (http://wap.bwin.com) turvaluokitus 9
  9. 9. Danske Spil (http://mobil.danskespil.dk) turvaluokitus 10
  10. 10. Ladbrokes (Java or https://mobile.ladbrokes.mobi) turvaluokitus 11
  11. 11. Svenska Spel (Java-client from http://wap.svenskaspel.se/) turvaluokitus 12
  12. 12. Unibet (https://mobile.unibet.com) turvaluokitus 13
  13. 13. Reality check 14
  14. 14. … mobile gambling makes still less than 1% of revenues of even the most advanced EL & WLA members turvaluokitus
  15. 15. Why? turvaluokitus
  16. 16. Technology Consumer Limitations Behaviour <1% Legal Communication barriers turvaluokitus
  17. 17. Technology Legal Consumer Limitations barriers Behaviour <1% THE REAL LegalADDED Communication VALUE OF barriers MOBILE GAMBLING?turvaluokitus
  18. 18. THE MOBILE HIERARCHY TIME PLACE ENGAGEMENT ACCES/ALWAYS ON PERSONALIZATION turvaluokitus
  19. 19. LEGAL LIMITATIONS Consumer IDENTIFICATION/AGE Technology Limitations Behaviour PAYMENT AND CREDIT <1% ”GAMBLING Legal BY COMPUTER”- Communication barriers BANS turvaluokitus
  20. 20. Technology Consumer Limitations Behaviour <1% Legal Communication PARTNERSHIPS barriers PRIORITISATION turvaluokitus
  21. 21. THE MOBILE LOTTERY turvaluokitus 1 2 3 4
  22. 22. Technology Consumer Limitations Behaviour <1% MOBILE PENETRATION Legal Communication barriers COMPLICATED INTERFACE LACK OF STANDARDSturvaluokitus
  23. 23. World Premiere: Live betting at the Eurovision song contest 125€ 625€ turvaluokitus
  24. 24. Mobile Revolution When will it start?
  25. 25. Mobile Revolution • Great WAP hype in Finland 2000-2001 • WAP is the next Internet! • Great expectations among operators and manufactures • Veikkaus WAP service started in 2001 • Almost all the games, 1 600 000 selective game features 1 400 000 • Sales €26000 per 1 200 000 week in 2006 1 000 000 • Estimated 1,4 M€ in 2006 800 000 600 000 400 000 200 000 0 WAP sales 2002-2005 2 001 2 002 2 003 2 004 2 005 2 006 turvaluokitus 26
  26. 26. Mobile Revolution • WAP turned out to be a flop • Less than 1 % of Internet sales • Veikkaus UI was text based, graphic phones were rare at those times • WAP wasn’t user friendly enough Playing Lotto in Veikkaus WAP service turvaluokitus 27
  27. 27. Mobile Revolution • We haven’t given up! • The Times They Are A-Changin' : • Phones are better and more user friendly • Bandwidths are much faster • Over 50% of all mobile phones in Finland has browser • It wasn’t WAP nor SMS - Maybe It’s Mobile Internet! • Roadmap for mobile gaming • 1st step: new xhtml user interface • All games and features • Improved services for sport betters • Customized for wide range of different mobile devices as well as for digital television Future xhtml UI for Fixed Odds Betting turvaluokitus 28
  28. 28. Apps & Widgets Where will it end?
  29. 29. Apps and Widgets 30 turvaluokitus
  30. 30. Why? • Piloting new services • Test a new channel • Add 10 000 users into the mobile system 31 turvaluokitus
  31. 31. And we strated • Winter Olympics 2010 • Promotions in mobile channels • Increased marketing turvaluokitus 32
  32. 32. Shall we continue?
  33. 33. Absolutely • Within 8 months we got over 20 000 users • Avarage cost per user was low • Apps & widgets really rock! 34 turvaluokitus
  34. 34. Kiitos! 35 turvaluokitus

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