mobile gambling – past, present and future
DESCRIPTION
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 roadblocksTRANSCRIPT
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
© Aideen Shortt
Player value% of revenue% bets
Current Future – 50%+
The Past
© Aideen Shortt
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
© Aideen Shortt
Obstacles
Payment processingDelay of 4G – gamingTracking
© Aideen Shortt
Products
Sports betting (in-running)Casino / GamesBingoPokerLotteries
© Aideen Shortt
Markets
© Aideen Shortt
Mobile DevicesFeature phonesSmartphones
Apple iPhone Android devices Nokia – Symbian/Windows7 Blackberry
Tablets iPad Amazon Others - HP
© Aideen Shortt
Source: SOMO
Technology
J2MENativeHTML5
© Aideen Shortt
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
© Aideen Shortt
App Stores
© Aideen Shortt
Using Apps as Marketing Tools
Apple App Store In-app – good conversionTargeted Odds aggregators
Probability, Mecca, BetfredDisposable apps
© Aideen Shortt
Apps as Marketing Tools
Ladbrokes – World Cup
William Hill / Racing Post app
Avri RotemPoker Planner app
© Aideen Shortt
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
FreeMsg: Hi Aideen, log in tonight for a FREE GBP1 bonus. What's more, like us at www.facebook.com/ladylucks to see exclusive offers! Help:08452257777
FreeMsg: Hi Aideen, secret bonus waiting in ur account until midnight. Don't 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
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
© Aideen Shortt
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
© Aideen Shortt
Bill RogersBest Practice / Past Mistakes
© Aideen Shortt
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]