mobile gambling – past, present and future

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Mobile Gambling ---------------------------------- ------------------ Aideen Shortt

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For many industry commentators, 2011 will be seen as the year in which mobile gambling finally comes of age. For years now, the platform was heralded as the ‘next big thing’ – the future of gambling. Yet, results have fallen way short of the bold projections of a few years ago, and the real growth of this platform only began with the World Cup in 2010 where numbers suggested up to a 400% increase in platform usage across key operators. Attend this session as our resident mobile expert, Aideen Shortt gives an insight to this burgeoning sector with topics including:-An overview of the market – projections, countries, devices, operating systems-Products that work on mobile-What went wrong in the past and what are the enabling trends now-Current obstacles and roadblocks

TRANSCRIPT

Page 1: Mobile Gambling – Past, Present and Future

Mobile Gambling----------------------------------------------------Aideen Shortt

Page 2: Mobile Gambling – Past, Present and Future

Mobile Gambling Report: A Comprehensive Strategy and Market Review

FREE EXEC SUMMARY AVAILABLE

© Aideen Shortt

Page 3: Mobile Gambling – Past, Present and Future

Expert Panel

Nicky Senyard

Avri Rotem

Bill Rogers

© Aideen Shortt

Page 4: Mobile Gambling – Past, Present and Future

Session Agenda

Mobile Market OverviewMarketing Affiliate opportunities and obstaclesQ&A

© Aideen Shortt

Page 5: Mobile Gambling – Past, Present and Future

Mobile Market Overview

© Aideen Shortt

Page 6: Mobile Gambling – Past, Present and Future

Market Size

Source: Juniper Research

Page 7: Mobile Gambling – Past, Present and Future

Market Size

Source: H2 Gambling Capital

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Cannibalisation or Revenue Increase

© Aideen Shortt

Player value% of revenue% bets

Current Future – 50%+

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The Past

© Aideen Shortt

Unsuitable devicesComplex download processDevelopment process and fragmentationExecution onlyMobile internetNetwork infrastructures 2.5GMNO uninvolvementCustomer confidence

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Present Trends

Smartphones In-runningBehavioural changes

Mobile internet Two-screen experience

Demographic correlationsData packagesNetworks and WiFi

© Aideen Shortt

Page 11: Mobile Gambling – Past, Present and Future

Obstacles

Payment processingDelay of 4G – gamingTracking

© Aideen Shortt

Page 12: Mobile Gambling – Past, Present and Future

Products

Sports betting (in-running)Casino / GamesBingoPokerLotteries

© Aideen Shortt

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Markets

© Aideen Shortt

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Mobile DevicesFeature phonesSmartphones

Apple iPhone Android devices Nokia – Symbian/Windows7 Blackberry

Tablets iPad Amazon Others - HP

© Aideen Shortt

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Source: SOMO

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Technology

J2MENativeHTML5

© Aideen Shortt

The perpetual Android vs. iPhone debate is in a way beside the point. For the foreseeable future, these are the dominant Operating Systems in the market. The real question is who will be #3

To app or not to app, that is the question?

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Operators

© Aideen Shortt

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Paddy Power: Benchmark?

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Ladbrokes – Clean/Direct

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Early m-websites

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Mobile Marketing

Not “internet on a small screen” Understand devices Understand behaviour Intricacies of mobile

Discovery vs. Search

© Aideen Shortt

Page 23: Mobile Gambling – Past, Present and Future

Understanding Customer Behaviour

Snacking: Short, easy Multi-tasking – 20% Ofcom Device – iPhone Mobile to mobile Mobile offers Geography – time, promotions Where it might fail – elegant degradation CRM Conversion from web – in-running Website rendering

Device Use....walking, daylight, one-hand

© Aideen Shortt

Page 24: Mobile Gambling – Past, Present and Future
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App Stores

© Aideen Shortt

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Using Apps as Marketing Tools

Apple App Store In-app – good conversionTargeted Odds aggregators

Probability, Mecca, BetfredDisposable apps

© Aideen Shortt

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Apps as Marketing Tools

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Ladbrokes – World Cup

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William Hill / Racing Post app

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Avri RotemPoker Planner app

© Aideen Shortt

Page 36: Mobile Gambling – Past, Present and Future

Poker Planner

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PUSH Notifications as a Marketing Tool

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Using Non-Gambling Apps toAdvertise REAL Money Gambling

Banners displayed in Non-Gambling Apps

Real Money Gambling Site

CLICK

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SMS / MMS Still remains most effective marketing tool

WHEN DONE RIGHT

Instant impact Sports Coronation Street / X-factor

Personal Time it right Offer lead No opt-out MMS - formatting

Page 40: Mobile Gambling – Past, Present and Future

FreeMsg: Hi Aideen, log in tonight for a FREE GBP1 bonus. What's more, like us at www.facebook.com/ladylucks to see exclusive offers! Help:08452257777

FreeMsg: Hi Aideen, secret bonus waiting in ur account until midnight. Don't wait any longer, log in and get it now! Help:08452257777

•Flagging “free”•Personal•Time – early evening•Offer, Value-add•Support / Opt out•Txt spk•Social media

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QR Codes

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SEO

What does it mean on mobile Google App Stores

Online vs. Mobile Keywords

Short Predictive

Top positions critical – only 3/4 per screen

© Aideen Shortt

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PPC

Keywords Fewer words Predictive

Be.... Bet... Betting

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Tracking

M-WebApp Store

Download + Revenue

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Nicky SenyardOpportunities and Obstacles

© Aideen Shortt

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Location Based Marketing

Events – football games, X-factor (city) GPS .

Geography City Betting shop

Timing

Idealism versus Practicality

© Aideen Shortt

Page 47: Mobile Gambling – Past, Present and Future

Display Advertising

InfancyFacebook

½ of 500 million users – on mobile x2 activity

Mobile CTR’s are 50% higher than webMobile CPCs are 39% more cost effective

than desktop

© Aideen Shortt

Page 48: Mobile Gambling – Past, Present and Future

What can you do on mobile?

Display adsVideo display ads

Interactive video ad unit

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Traditional – Online / Offline

Paddy Power – TV, Online, EmailWebsite

Conversion from current player base Promotions

New customers

© Aideen Shortt

Page 50: Mobile Gambling – Past, Present and Future

Bill RogersBest Practice / Past Mistakes

© Aideen Shortt

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Separate activity Build separate account Target devices separately 1 to 3 keyword search terms Mobile specific ad copy Utilise ad formats Aggressive bidding strategy Mobile landing pages

Campaign Best Practice

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Understand User Behaviour

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Typical Search Patterns

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Track & Analyse

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Continued rise in search volumes More tools / reports to analyse mobile data (call

metrics in US) Improved targeting options

Target all tablets with full browsers Mobile carrier insertion

Admob integration into Adwords?

What’s Next?

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Social Marketing

UnibetTwitter/Facebook

© Aideen Shortt

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Unibet Social Betting

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Unibet Social Betting

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Mobile Gambling Report: A Comprehensive

Strategy and Market Review

Jaspal Singh Bambhra

© Aideen Shortt

Barcelona Affiliate Conference Audio CD

Nick Richardson