Download - Mobile Gambling – Past, Present and Future

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

http://www.facebook.com/ladylucks

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

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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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?

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 [email protected]

@[email protected]