Mobile Gambling – Past, Present and Future
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Transcript of Mobile Gambling – Past, Present and Future
Mobile Gambling----------------------------------------------------Aideen Shortt
Mobile Gambling Report: A Comprehensive Strategy and Market Review
FREE EXEC SUMMARY AVAILABLE
© Aideen Shortt
Expert Panel
Nicky Senyard
Avri Rotem
Bill Rogers
© Aideen Shortt
Session Agenda
Mobile Market OverviewMarketing Affiliate opportunities and obstaclesQ&A
© Aideen Shortt
Mobile Market Overview
© Aideen Shortt
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
© Aideen Shortt
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
© Aideen Shortt
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
© Aideen Shortt
PPC
Keywords Fewer words Predictive
Be.... Bet... Betting
Tracking
M-WebApp Store
Download + Revenue
Nicky SenyardOpportunities and Obstacles
© Aideen Shortt
Location Based Marketing
Events – football games, X-factor (city) GPS .
Geography City Betting shop
Timing
Idealism versus Practicality
© Aideen Shortt
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
© Aideen Shortt
Unibet Social Betting
Unibet Social Betting
Mobile Gambling Report: A Comprehensive
Strategy and Market Review
Jaspal Singh Bambhra
© Aideen Shortt
Barcelona Affiliate Conference Audio CD
Nick Richardson
Aideen [email protected]