INSIGHT
This is primarily due to improved products
through Smartphones, tailored software
from operators to improve the customer
experience and increased connectivity. This
can then be extended to tablet devices and
operators and affiliates are looking at the
best ways to capitalise on this growth.
Specifically, one major opportunity
over the next year lies in targeting people
when they are ‘second screening’. This is
a growing trend and refers, as the name
suggests, to anyone who uses multiple
devices simultaneously to consume content,
most commonly using a laptop or mobile
device whilst watching TV. Some do this
to stave off boredom during a commercial
break; others to read relevant content about
the programme they are watching. Far more
relevant to the gaming industry, however,
is the fact that viewers now commonly use
a second device whilst watching a sporting
event to either place a bet or to interact
through social media.
For operators and affiliates alike, this
means that in addition to targeting an
audience through their primary viewing
channel – most commonly through TV
advertising to promote their brand –
they can also use this to influence what
users select as their secondary channel;
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for example, by promoting their mobile
app and driving numbers. It’s certainly
no coincidence that many of the major
bookmakers use their ad space to display
their live odds and mobile product, and
one of the major odds comparator affiliates
takes the same approach.
It also then changes the mindset when
considering the content to show within
mobile products during sporting events
as players not only rely on live data with
real-time markets and odds, but they also
want to share their experiences with others
watching the same match. This raises the
ability of both operators and affiliates to
engage players with relevant content, such
as stats about the match and what is likely
to happen next, or simple discussions to
generate interaction. All of this strengthens
the bond between player and supplier and,
in the long-term, is more likely to result in
loyal customers of significantly higher value.
Focusing on sportsbook customers,
particularly with the World Cup on the
horizon, marketing teams should be
considering how best they can tailor their
content for these ‘second screeners’ as
it could prove the difference at such a
competitive time with operators fighting
it out for new players, and affiliates
mGAMING
desperate to deliver them. This could be
through digital advertising, effective push
notifications in apps or via social channels,
incentivising followers to interact with the
brand – several social-based affiliates are
excellent at this. This then leads to many
other areas, such as ‘refer a friend’ schemes,
which for some is an incredibly efficient
and cost-effective acquisition channel.
It will be fascinating to see how both
operators and affiliates adapt to the change
in viewing habits and behaviours of their
audience brought about by improved
products, notably mobile and tablets.
Siamac Rezaiezadeh is
Strategic Account Executive
at mobile engagement
specialists OpenMarket. For
more information, please visit www.
openmarket.co.uk.
James McMaster is
Business Director of KM
iGaming who provide specialise
consultancy services in the Gaming
industry. James can be contacted by
email at james@kmigaming .com.