NEWS / THE BRIEFING /
Q
&
A
BEN
CLARK
UNIBET BEGINS MAJOR
POKER MARKETING PUSH
s Stockholm-listed operator
HEAD OF POKER
BETFRED.COM
Q
A
Tell us about your mobile
poker launch with Playtech.
The project started around six or
seven months ago collaborating
with both Playtech’s mobile
development team and Degree
53, our own product development
team. Here we are now with the
product live and the beginning of
our career on mobile. The mobile
poker software is easily one of the
most advanced out there coupled
with a super-efficient back end
system, however we are aware
that having this same advantage
as other operators may become
a disadvantage, which is why
one of our key focuses will be
differentiation.
What new features can we
expect to see following the
launch?
We’re looking to really branch
out into the iPad side of things.
Obviously with a bigger screen
we can afford to introduce far
more features. We have a mobilededicated poker school which is quite
a big differentiator for us as it’s not
something that anybody else really
has. We have an iPad-dedicated app
which is HTML5, and we also have
native apps for both Android and
iOS. We’re working very closely with
our customers in terms of feedback
as well as key industry specialists.
We have a big TV campaign that’s
starting on 1 May, and that goes on to
the new Betfred brand.
Q
A
How important is it for Betfred
to be in iPoker’s top tier?
It’s a massive, massive win for
us to be in the top tier. From a
commercial side we now have games
players can play in, we have more
liquidity and a much bigger say in
terms of Playtech’s own roadmap
planning and future prospects for
poker. Sitting in the bottom tier we
didn’t have that transparency or
visibility. Betfred is focusing a lot of
Q
A
8
money and attention on our poker
product even though the market
trends are showing a decline.
Q
A
How do you feel the product
stands up against some of
the others on iPoker?
One of the main advantages
we’re going to have is we’re
going to spend a lot more time
in comparison to other operators
focusing on what our customers
actually want. We’ve spent a lot of
time surveying them, getting their
thoughts and picking their brains
about what they want to see on
the product, rather than just blindly
guessing. Another focus will be
on the capability to differentiate
from an aesthetic UX point of view,
making it fun and friendly.
Have you been able to
integrate any social features
as other operators have done?
From this starting point we
haven’t got some of the social
features, but it is a key roadmap
feature and we do have to consider
size and other constraints. One of
the focus areas with Playtech is how
do we bring the poker proposition
that’s currently available on mobile
closer to the world of social, as well
as the social engagement within the
platform.
Q
A
Q
A
Are there any concerns
about the general decline of
the poker market?
We definitely feel there’s still huge
potential within poker, and we’re
just scratching the surface of our
capability. There’s still a lot of market
share to be grabbed. With the Point
of Consumption tax coming in you’re
going to see a lot more consolidation
in the poker market, and it is a byproduct of our core vertical being
sportsbook. We have a big focus on
poker because of its potential as a
crossover product. It’s definitely an
important part of our vertical matrix.
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