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William Hill Online Analyst and Investor Day
14 June 2012
INVESTING AND
INNOVATING
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Henry Birch
Chief Executive Officer
OVERVIEW OF
WILLIAM HILL ONLINE
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8.00 am Presentations
Overview Henry Birch, CEO
Marketing Kristof Fahy, Chief Marketing Officer, William Hill Group
Schraga Mor, MD, Online Marketing Services Group
Mobile Andy Lee, Interim Head of Mobile
Q&A
10.30 am Site visit
Sportsbook and Trading Matthew Warner, Sportsbook Operations Director
Gaming Colin Cole Johnson, Gaming Director
Innovation Stuart Weston, Head of Product Development
Site management Jon McCutcheon, Creative Director
12.30 pm Lunch
1.15 pm Coach departs for airport for 14:40 EZY8904 flight
AGENDA
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William Hill Interactive (2008) William Hill Online (2011)
Employees c380 c1,000
Locations UK, Gibraltar Gibraltar, Israel, Bulgaria,
Manila, UK, Italy, Spain
Revenues 90% UK
32% Sportsbook, 26% Casino,
26% Games, Bingo and Skill,
14% Poker
75% UK
35% Sportsbook, 25% Casino,
33% Games, Bingo, and Skill,
7% Poker
Software In-house Sportsbook, Cryptologic
gaming
In-house, OpenBet, Playtech,
Evolution, etc.
Average monthly
unique actives
160,000 340,300 (+113%)
Marketing £16.7m £85.8m (+413%)
Revenue £125.1m £321.3m (+157%)
EBITA £49.2m £106.8m (+117%)
HOW WE’VE CHANGED
Source: company data. 2008 data reflect William Hill Interactive only, not pro forma for William Hill Online
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OUR OPERATIONS
Gibraltar • Senior management
• Sportsbook content (UK and
international)
• Trading
• Product development
• Bingo/Vegas/Games/Skill
• CRM
• Web designers
• English speaking customer
services and Telephone
• Development, architecture
• BI/website analysis
Manila • Service UK customers
• Email and chat hosts
• Risk and fraud analysis
• Age verification
UK • IS/BS
• Developers and project delivery
• Marketing
• Trading support
Tel Aviv • Online marketing
• Affiliate management
• PPC/SEO
• Media buying
• Casino/Poker
• Back end systems and
gaming infrastructure
• Data Analysis
Bulgaria • Service international customers
• European language customer
services
• Customer services support for
standalone casinos
Italy/Spain/Austria • Local marketing
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OUR MANAGEMENT TEAM
Operations Finance Marketing Customer
services
HR
Betting Gaming
Brand/marketing Trading IS
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KEY RELATIONSHIPS
In-house
+ OpenBet Playtech Virtue Fusion In-house
Mobenga,
Probability
+ various
Evolution
In-house
+ various
OpenBet
+ various
Game
Account Inspired
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• Between 2009 and 2011, UK
gross gaming yield (GGY)
grew 12%1
• Significant market share
gains
• UK market GGY projected to
grow 12% 2011-20151
OUR KEY MARKET - UK
1. GGY = gross gaming yield or gross win (net revenue plus fair value adjustments)
Total = GGY for Sportsbook, Casino, Poker and Bingo
Source: H2 Gambling Capital, Feb 2012 and company data
2. GamblingData, UK Data Report, June 2012
William Hill Online estimated UK market share by 2011 net revenue2
16.5% Sportsbook
21% Casino
15% UK total
17% 9% 8%
16% 12%
150%
61%
76% 85%
92%
0%
40%
80%
120%
160%
Sportsbook Casino Poker Bingo Total
UK GGY WHO UK NR
UK growth rates
2009-11
8% Poker
7% Bingo
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All categories Betting
Regular
Online
Gambler
Gambled via
mobile in last
12 months
Regular
Online Bettor
18-34 49% 62% 54%
35-54 39% 35% 38%
55+ 12% 3% 9%
Male 79% 79% 92%
Female 21% 21% 8%
ABC1 61% 72% 65%
C2DE 39% 28% 35%
Source: Kantar Online Gambling Market Study (U&A) Mar 2012.
UK ONLINE GAMBLING CUSTOMERS
Betting, 2.1
Poker, 0.67
Casino, 0.74
Bingo, 0.78
Other games/skill,
0.48
Financial, 0.32
UK online gambling
population (m)
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633 707
845
1035 966
1040
1121
806 841 835
1108 1157 1064
883
1439 1548
1680
2143 2123 2104 2004
0
1000
2000
Mar '09 Oct '09 Mar'10 Oct'10 Mar'11 Oct'11 Mar'12
(siz
e in
‘000s)
Regulars Occasionals Total
Source: Kantar Online Gambling Market Study (Market Sizing).
+31% increase in online
gamblers March 2009 to
March 2012
+67% increase in regular
online gamblers March
2009 to March 2012
UK ONLINE BETTING POPULATION
World Cup as customer
recruitment tool
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DRIVERS OF OUR GROWTH
0.0
100.0
200.0
300.0
2008 2009 2010 2011
Sportsbook Casino
Poker Bingo and Skill
Net revenue 2008-2011
Source: company data. 2008 data reflect the pro forma numbers for William Hill Online.
92%
-37%
-10%
33%
86%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
New accounts 2009-2011
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• Core expertise and competitive
advantage
• Differentiation through production
innovations, marketing investment
and stand-out pricing
• Brand- and price-led marketing
focused on Sportsbook
• Key customer acquisition tool
• Mass market model
SPORTSBOOK-LED MODEL
Source: company data
37%
28%
9%
8%
8%
10% <£100
£100<>£500
£500<>£1000
£1000<>£2000
£2000<>£5000
>£5000
Gross win by customers’
average weekly stakes (2011)
39%
31%
12%
4%
2% 12%
Football
Horseracing
Tennis
Cricket
Basketball
Other
Sportsbook stakes (2011)
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• Active accounts +92% 2009-2011
• 900,000 active accounts and
400,000 new accounts in 2011
• Substantial expansion in markets
• Pre-match stakes +89% 2009-2011
• In-play stakes +274%
SPORTSBOOK DRIVERS
+288% growth in football
stakes since 2008
+141% growth in racing
stakes since 2008
54%
64%
75%
66%
0%
20%
40%
60%
80%
Football Tennis Cricket Basketball
2011 stakes growth in key sports
Source: company data
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• Diverse and differentiated offering
– Product
– Bonuses
– Range of categories
• 395 games offered
• Range of platforms and game
suppliers
• Proprietary Vegas platform
• Standalone brands
GAMING DRIVERS
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LIVE CASINO
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• Key growth opportunity
• Access to new customers
• Product development and
differentiation
• ‘Community’ innovations
• Tapping into social gaming
tools and engagement
functionality
MOBILE AND SOCIAL STRATEGY
11%
27%
10%
26%
2% 3%
0%
5%
10%
15%
20%
25%
30%
March 2010 March 2012
Gambled via a mobile device in the last year
Gamble via a mobile device monthly
Only gamble via a mobile device
Regular gamblers using mobile
Source: Kantar Online Gambling Market Study (Market Sizing)
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• Growth in spite of closing to second largest market
• Selective approach to new markets
INTERNATIONAL GROWTH
86%
37%
92% 96% 86%
14%
63%
8% 4% 14%
0%
20%
40%
60%
80%
100%
UK Non-UK
Products by geography (2011)
76%
4%
9%
11%
UK and Italy
Lower risk
Higher risk
Minor markets
Online 2011 net revenues
by regulatory risk1
1. Assessed in relation to the Board’s current view as to the relative attractiveness of
the current or proposed regulatory framework in each market. Minor markets are
markets representing less than 1.5% of net revenue in each market.
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• 5-10 in-play models
• Live Casino, VIP
• CRM Product
• Mobile betting and gaming
• Social / community Channel
• Italy product expansion
• Spain launch International
INNOVATION AND INVESTMENT
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Kristof Fahy
Chief Marketing Officer, William Hill
MARKETING
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• William Hill is a unique business and a unique model
• Odds, product, service, weather...even perception of luck
will drive turnover and punter behaviour
• While Marketing is a key contributor to the business,
it’s a team effort with strong relationships across
Operations and Trading
A REAL SUM OF THE PARTS...
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1. Act like the leader we are
We were over reliant on our high street presence.
2. ‘Get into the game’
We needed to catch-up within a highly competitive marketplace with
unique advertising restrictions.
3. Be in the heart of the action
Right place, right message and strong price led offers.
4. Moving our mindset from channel, product, customer to
customer, product, channel
CHANGING OUR MARKETING APPROACH
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AS WE INVEST, WE GROW...
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NEW ACCOUNTS CONTINUE TO GROW
2010 World Cup
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ATL MEDIA MIX
2010
TV
PRESS
RADIO
OOH
TV
Press
Radio
OOH
2012 Q1
TV
PRESS
RADIO
OOH
2011
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BUILDING OUR PRESENCE IN MOBILE
Premium networks
and in-app
advertising
Optimised sites and apps which
allow us to target specific
events, sports and schedules.
Ad networks
Run of network, targeting 18+,
male, sports and gambling
audience.
Operator portals SMS and push
notifications
SMS still one of best
converting channels. Push
notification will become
increasing important.
Operator portals have high
levels of traffic to which most
older handsets will
automatically direct.
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GRAND NATIONAL 2012
• 26,554 downloads of our mobile app on
Saturday and 6,915 downloads on
Sunday
• Hit over 1,000 bets per minute on
Mobile on Saturday
• #1 Free Sports App over the weekend,
#4 of all Free Apps on Saturday
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Vegas and Casino
• Test campaigns
• Looking at timing, media mix and offers
Bingo
• Monthly promotions
• Enhancing Bingo proposition and
marketing approach
VEGAS, CASINO AND BINGO
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A GROWING SPONSORSHIP PORTFOLIO
Grand Slam of Darts
Over 50 hours of live
coverage on Sky Sports
UK Snooker
Championship
Over 40 hours of live
coverage across the
BBC
Scottish Cup
Extensive coverage
across Sky and BBC.
PR opportunities at
every round
Racing
Strong sponsorships
including King George.
Unique Mark Your Card
advertorial introduced at
Cheltenham
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THE IMPORTANCE OF FOOTBALL
Unique partnership with the FA
Official England Supporter and FA Cup
Betting Partner
‘3 Lions’ the first game to use England
assets and to be launched in Retail, Online
and Mobile, exclusive to William Hill
Strong branding at all England home
games and FA Cup Semi and Finals
Sponsorship of ITV’s coverage of the
FA Cup
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PR / SOCIAL MEDIA
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PR / SOCIAL MEDIA
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OUR SHOP WINDOWS
• 2 x LOA’s are equivalent to a
1 x 6 sheet ad panel.
• Our extensive retail network
means that we have roughly
4,640 ‘outdoor’ poster sites.
• The cost to an advertiser to
buy this level of media would
be £39,780 per day
Source: Posterscope, 17 April 2012
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Qualitative research in Spain, Italy, Austria showed:
Britain is known for betting – ‘they bet on everything’
75 years in the business delivers ‘trust’ and ‘expertise’
‘Britishness’ is an advantage when used in the right way
William Hill was distinctive and had ‘cut through’ – ‘modern
classic’
THE BRAND ABROAD
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MI detailing
YTD, current
month and
yoy position
Spend vs
efficiency
KPIs (cost per
unique active)
Title
efficiencies –
what’s
working best
Propositions
and product
appeal
Channel
efficiencies –
what’s
working best
Unique
actives vs
spend
YoY change in
key metrics
GETTING SMARTER
Trend on KPIs
over time, e.g.,
new actives
(total and % of
total)
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• Continue to deliver relevant and salient
marketing programmes and communications
• Continue to think and act multi-channel
• Continue to maximise our sponsorship portfolio
• Ensuring PR, social and mobile are key to what
we do every day
• Increasing our intelligence around media and
effect to maximise our investment and return
WHAT’S NEXT?
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Schraga Mor
Managing Director
Online Marketing Services Group - Tel Aviv
ONLINE MARKETING
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MARKETING SERVICES GROUP
Marketing
units
CRM and conversion Poker Payments, risk,
fraud Casino
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PPC Media
Affiliates SEO
ONLINE MARKETING
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• In 2011, affiliates acquired 205,000 new accounts
• Over 6,000 registered affiliates
• From one-man operations with minimal earnings…
…to large companies with hundreds of employees
and earnings of over $100k per month
• Affiliates are responsible for 25% of total new accounts
• Why do affiliates choose us and not
the competition?
AFFILIATE MARKETING
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• In PPC we buy ads shown in search engine results
pages
• 18 million keywords
• 105,000 ads
• 5,500 campaigns
• 115 accounts
• Four countries
• 30% of our new accounts
PAY PER CLICK – Q1 2012
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42 Source: Stickyeyes: Online Gambling and Betting, UK, July-December2011
16%
14%
13% 13%
10% 9% 9%
9% 8%
5%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
William Hill Ladbrokes Paddy Power Bet365 Betfair Bodog Boylesports StanJames Victor Chandler
Betclick
#1 in search click share of
UK betting searches
Growing interest in brand
queries in the UK
PAY PER CLICK
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43
PAY PER CLICK
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• We buy media in all our major
markets
• Over 150 campaigns at any time
• 1,400 traffic sources
• 40+ large portals
• More than 60 media networks
• 1,000,000,000 impressions/month
• Facebook – three countries (UK,
Italy, Austria), five products
• 10% of new accounts
MEDIA ACTIVITIES
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SEARCH ENGINE OPTIMISATION
• We promote our sites in
search engine results
pages using SEO
• We produce content in
22 languages
• We promote all company
sites and networks
• We get traffic from
~300k keywords and
over 40 resources
• 10% of new accounts
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46
WHY TEL AVIV?
Multinationals with development centres in Tel Aviv
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47
Andrew Lee
Interim Head of Mobile
MOBILE
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48
AGENDA
• Mobile targets
• Current trends
• Customer profile
• Mobile offering
• The future
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Mobile as 40% of
Sportsbook turnover
OUR MOBILE TARGETS
Sportsbook mobile
weekly turnover of £15m
a week
19% Mobile turnover as a
proportion of Sportsbook
turnover in Q1 2012
£7.4m Average weekly mobile
Sportsbook turnover
in Q1 2012
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• Sports stakes boosted by
– Launch of native App in Apple
Store in Feb 2012 (288,000
downloads
– New iPad (16 Mar)
• Fast recent growth in Gaming
driven by
– Rapid increase in number of
games/slots
– Roulette/Blackjack tiles on sports
lobby
– Launch of Bingo in Mar 2012
2012 PERFORMANCE
Source: company data
Average weekly mobile Sportsbook
turnover, P12/2011 – P3/2012
P12 P1 P2 P3
Sports Sports Web Sports Native
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-
2.0 %
4.0 %
6.0 %
8.0 %
10.0 %
12.0 %
14.0 %
1 3 5 7 9 11 13
% G
row
th Y
OY
Week
TOTAL INTERNET1 TURNOVER, 2012
MOBILE DRIVING INCREMENTAL GROWTH
1 Internet only excluding Mobile
Source: company data
0.0%
100.0%
200.0%
300.0%
400.0%
500.0%
1 3 5 7 9 11 13
% G
row
th Y
OY
Week
TOTAL MOBILE TURNOVER
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52 Sources: KPCB, StatCounter Global Stats 1 2011, 2 Q4 2011
2.3bn Global users (2011)
Penetration rate
YoY growth
Internet1 Mobile 3G2
1.1bn
32% 16%
8% 37%
33
38
39
41
42
44
45
57
122
208
Spain
Germany
India
Brazil
UK
Italy
Korea
China
Japan
USA
3G subscribers2 (m)
Global mobile traffic is now
10% of all internet traffic – from
just 1% in December 2009
INDUSTRY DATA
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CAGR 30%
2011-15
MOBILE INDUSTRY TRENDS
0.2 0.3 0.6
1.1
1.5
2.0
2.6
3.1
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
2008 2009 2010 2011E 2012E 2013E 2014E 2015E
European mobile GGY, €bn2
8% 9% 9%
10%
13% 14%
16% 17%
0%
5%
10%
15%
20%
2008 2009 2010 2011E 2012E 2013E 2014E 2015E
Mobile percentage of online, Europe2
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
2010 2011 2012 2013 2014 2015 2016
UK W Europe C/E Europe
% of mobile phone users who engage in
betting via handsets1
Sources:
1. Juniper Mobile Gambling Report, 2012-17
2. H2GC
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MOBILE INDUSTRY TRENDS
Global mobile gambling gross win by product
Source: Juniper Mobile Gambling Report, 2012-17
Casino, $116m, 10%
Lottery, $198m, 17%
Sports Betting,
$842m, 71%
Betting Exchange, $028m, 2%
2011 Casino,
$620m, 18%
Lottery, $901m, 26%
Sports Betting,
$1,829m, 53%
Betting Exchange, $100m, 3%
2015
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55
CUSTOMER OVERVIEW
Source: Kantar, Mar 2012, regular mobile bettors
In the last month, 8%
2-3 months ago, 22%
4-6 months ago, 16% 7-12 months
ago, 23%
More than a year ago,
31%
The mobile market is
still relatively immature
74%
43% 46%
38%
33%
27%
23%
83%
43% 45%
38% 38%
30% 31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Via a mobile phone/smartphone Via a tablet
Mobile increases flexibility but is
still popular in the home
Used a mobile to bet….
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PROMOTING POPULAR BETS
Source: Kantar, Mar 2012, regular mobile bettors
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ONLINE AND MOBILE CUSTOMERS
Online customers are (largely) male, white collar workers, mobile is currently
attracting a younger customer
92% of sports betting
customers are male
65% of sports betting
customers are ABC1
74% of mobile betting
customers are ABC1
2.7 the average number of
sports betting accounts
actively used
Source: Kantar Online Study (Mar 2011)
49% 54% 57%
39% 38%
40%
12% 9% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Regular online gambler
Regular online bettor Regular mobile bettor
18-34 35-54 55+
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…AND OUR MOBILE BUSINESS THUS FAR
35% of Sportsbook stakes are placed by customers
who use internet and mobile
>30% of our mobile customers use mobile only
50% of our mobile customers are already staking 83% or
more of their stakes on mobile
39% of mobile betting turnover is in-play
Source: company data
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X-CHANNEL CUSTOMERS SPEND MORE
Internet Solus
Mobile Solus
Internet & Mobile
Bets per active
Internet Solus Mobile Solus Internet & Mobile
Internet Solus
Mobile Solus
Internet & Mobile
Stakes per active
Internet Solus Mobile Solus Internet & Mobile
Internet Solus
Mobile Solus
Internet & Mobile
Gross win per active
Internet Solus Mobile Solus Internet & Mobile
Internet Solus
Mobile Solus
Internet & Mobile
Average bet stake
Internet Solus Mobile Solus Internet & Mobile
Source: company data, P1-3
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• Sportsbook
• Casino
• Bingo
• Games
THE CURRENT PORTFOLIO
• Shake-a-Bet
• Day Trader iPad
• Racing Post
• Sportsbook
• Racing UK • William Hill Casino Club
• Eurogrand
Web Native apps
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61
WHICH OS...?
Sources:
1. Company data
2. StatCounter
42%
31%
8%
12%
7%
iOS
Android
Symbian
Blackberry OS
Other
Mobile penetration in Europe2
0
10
20
30
40
50
Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12
iOS
Android
Symbian
Blackberry OS
Other
Penetration trends in Europe2
• iOS is the leader… – 42% European handset penetration and 60% of WHO mobile traffic
• …but Android is growing fast
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62 Sources: KPCB
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63 Source: KPCB
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64
…OR WILL IT BE WEB?
• Native Apps vs HTML
vs
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65
THE FUTURE
Immersive
content
Intuitive
navigation
Personal-
isation
Local-
isation
Social
experience
Relevant
X-sell
Love
betting
Want
speed
Demand
relevance
Want
simplicity
Have
opinions
Hate bad
X-sell
We know our customers…. ….in future we want to give them
Mobile Challenges….
….Opportunities to differentiate
Screen size
Crashing
Payments / age
verification / security
Cost of apps
Native vs HTML5
Speed of site
Convenience
Social
Multi-touch / gestures /
off-canvass
Marketing / push
Camera / location /
accelerometer
Ubiquity
Apps strategy