F E A T U R E TA L K I N G P O I N T S
WARD BELIEVES THERE IS STILL A LONG WAY TO GO TO PERFECT THE MOBILE AND TABLET OFFERING
much absent from Paddys’ and every other operator’s overall service. At its most basic, this means a single sign-on across all mobile and desktop products, but at a deeper level it equates to the way operators retain and acquire customers, and move them from one product to another. “We are still very raw and immature in this area,” he says. “I don’t think anyone in the industry has absolutely nailed that yet. It’s about how you bring consistency of user experience in terms of content. How do I pick up a game that I’ve been playing at work on desktop when I’m on the bus or train home and want to play on my mobile? “With smaller real estate we have to make sure there are the same style cues between smartphone and tablet, and desktop, and maintain brand consistency so the customer knows they are in the same sandbox. Those types of things just aren’t there yet.” How does Ward think the competition is doing when it comes to mobile? Some operators, he says, “could de?nitely be better”. However, some, including LeoVegas, are doing “exceptionally well”. But for Paddy Power the scenario is slightly different compared to much of its competition, given its already marketle ?????????????()1%9 ?I=4?Q!?I=9P)??????????????????????????????????
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