Mobile Gambling----------------------------------------------------Aideen Shortt

Mobile Gambling Report: A Comprehensive Strategy and Market Review

FREE EXEC SUMMARY AVAILABLE

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Expert Panel

Nicky Senyard

Avri Rotem

Bill Rogers

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Session Agenda

Mobile Market OverviewMarketing Affiliate opportunities and obstaclesQ&A

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Mobile Market Overview

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Market Size

Source: Juniper Research

Market Size

Source: H2 Gambling Capital

Cannibalisation or Revenue Increase

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Player value% of revenue% bets

Current Future – 50%+

The Past

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Unsuitable devicesComplex download processDevelopment process and fragmentationExecution onlyMobile internetNetwork infrastructures 2.5GMNO uninvolvementCustomer confidence

Present Trends

Smartphones In-runningBehavioural changes

Mobile internet Two-screen experience

Demographic correlationsData packagesNetworks and WiFi

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Obstacles

Payment processingDelay of 4G – gamingTracking

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Products

Sports betting (in-running)Casino / GamesBingoPokerLotteries

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Markets

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Mobile DevicesFeature phonesSmartphones

Apple iPhone Android devices Nokia – Symbian/Windows7 Blackberry

Tablets iPad Amazon Others - HP

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Source: SOMO

Technology

J2MENativeHTML5

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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

To app or not to app, that is the question?

Operators

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Paddy Power: Benchmark?

Ladbrokes – Clean/Direct

Early m-websites

Mobile Marketing

Not “internet on a small screen” Understand devices Understand behaviour Intricacies of mobile

Discovery vs. Search

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Understanding Customer Behaviour

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

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App Stores

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Using Apps as Marketing Tools

Apple App Store In-app – good conversionTargeted Odds aggregators

Probability, Mecca, BetfredDisposable apps

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Apps as Marketing Tools

Ladbrokes – World Cup

William Hill / Racing Post app

Avri RotemPoker Planner app

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Poker Planner

PUSH Notifications as a Marketing Tool

Using Non-Gambling Apps toAdvertise REAL Money Gambling

Banners displayed in Non-Gambling Apps

Real Money Gambling Site

CLICK

SMS / MMS 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

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•Flagging “free”•Personal•Time – early evening•Offer, Value-add•Support / Opt out•Txt spk•Social media

QR Codes

SEO

What does it mean on mobile Google App Stores

Online vs. Mobile Keywords

Short Predictive

Top positions critical – only 3/4 per screen

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PPC

Keywords Fewer words Predictive

Be.... Bet... Betting

Tracking

M-WebApp Store

Download + Revenue

Nicky SenyardOpportunities and Obstacles

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Location Based Marketing

Events – football games, X-factor (city) GPS .

Geography City Betting shop

Timing

Idealism versus Practicality

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Display Advertising

InfancyFacebook

½ of 500 million users – on mobile x2 activity

Mobile CTR’s are 50% higher than webMobile CPCs are 39% more cost effective

than desktop

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What can you do on mobile?

Display adsVideo display ads

Interactive video ad unit

Traditional – Online / Offline

Paddy Power – TV, Online, EmailWebsite

Conversion from current player base Promotions

New customers

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Bill RogersBest Practice / Past Mistakes

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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

Campaign Best Practice

Understand User Behaviour

Typical Search Patterns

Track & Analyse

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?

What’s Next?

Social Marketing

UnibetTwitter/Facebook

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Unibet Social Betting

Unibet Social Betting

Mobile Gambling Report: A Comprehensive

Strategy and Market Review

Jaspal Singh Bambhra

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Barcelona Affiliate Conference Audio CD

Nick Richardson

Aideen Shorttaideen.shortt@gmail.com

@aideenshorttaideen.shortt@gmail.com