Chapter 3: Betting and connected portable devices
Drivers for mobile betting development have included: Convenience with downloading items becoming commonplace Large consumer base Ideal target market( 18-35 year olds) Privacy Increase in mobile internet consumption
Handset improvements and access to higher quality smartphone apps Mobile network improvements Introduction of flat-rate‘ all you can eat’ mobile data tariffs Developments in micro-billing Deregulation in some markets and / or better geo-restrictions Changes in operator attitudes Large brands offering compelling offerings
• Multiplatform and now omni-platform compatibility for player accounts, allowing seamless play through all platforms using the same account details
Easier cash out features
• Large events such as the FIFA World Cup, UEFA European Football Championships and Olympic Games have had a positive impact in boosting mobile betting and this trend is expected to
continue.
Smartphones offer a more accessible and compelling mobile gaming and betting experience that is enabling adoption of this behaviour, even among consumers who have not traditionally been gamers or bettors. Marketers and advertisers ought to be paying close attention to the opportunity this presents for reaching consumers in new and engaging ways in a cross-platform environment. The potential for highly creative marketing efforts is exciting.
Launching smartphone apps is not enough however. Organisations still have to deliver a highly intuitive interface and a single portal service to create a true mobile gambling destination. Delivering a single portal that enables customers to access all services in one place and cash out easily, with one account and one password will increase uptake according to industry insiders.
In the UK, the introduction of the online‘ point of consumption’( POC) regulation is driving a change in attitude in the industry, with brands reducing the volume and frequency of promotional offers in favour of cultivating a more loyal and responsive consumer base. Mobile applications are a very effective way at securing that vital‘ share of wallet’ among active consumers.
Case Study: Sporting Index’ s mobile website
In November 2015 spread betting company Sporting Index launched a new mobile website in an effort to offer a“ seamless user experience” across all devices.
The mobile and tablet websites feature partial cash-outs, a dedicated in-play area, as well as filters and functionality developed specifically for mobile devices.
The site synchronises automatically with the desktop version, which allows users to instantly access personal preferences upon log-in via mobile, desktop and tablet.
Earlier in 2015, Sporting Index also launched a new website for desktop users.
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