© Aideen Shortt
© Aideen Shortt
Source:
Juniper Research
Source:
H2 Gambling Capital
Player value
% of revenue
% bets
 Current
 Future – 50%+
© Aideen Shortt
Unsuitable devices
Complex download process
Development process and fragmentation
Execution only
Mobile internet
Network infrastructures 2.5G
MNO uninvolvement
Customer confidence
© Aideen Shortt
Smartphones
In-running
Behavioural changes
 Mobile internet
 Two-screen experience
Demographic correlations
Data packages
Networks and WiFi
© Aideen Shortt
Payment processing
Legislation
Delay of 4G – gaming
Tracking
© Aideen Shortt
Sports betting (in-running)
Casino / Games
Bingo
Poker
Lotteries
© Aideen Shortt
© Aideen Shortt
Feature phones
Smartphones
 Apple iPhone
 Android devices
 Nokia – Symbian/Windows7
 Blackberry
Tablets
 iPad
 Amazon
 Others - HP
© Aideen Shortt
Source:
SOMO
J2ME
Native
HTML5
To app or not to app,
that is the question?
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
© Aideen Shortt
Junpier: $670bln by 2015, from $240bln now
Ebay $1.5bln alone during 2010
Money In Money Out – difficult
Limited number exclusively developed
Technology driven rather than customer
focused
© Aideen Shortt
Payment processors – optimising services
New entrants – Apple, Google, Amazon, FB?
Banks and MNOs – joining forces
NFC technology
© Aideen Shortt
PSMS - Payforit
Mobile Billing – Payforit
App Store Ecosystem
Cash/Voucher
E-Wallet
Credit Card
NFC
© Aideen Shortt
© Aideen Shortt
Not “internet on a small screen”
 Understand devices
 Understand behaviour
 Intricacies of mobile
Discovery vs. Search
© Aideen Shortt

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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
© Aideen Shortt
Apple App Store
In-app – good conversion
Targeted
Odds aggregators 
Probability, Mecca, Betfred
Disposable apps
© Aideen Shortt
CLICK
Banners displayed in
Non-Gambling Apps
Real Money
Gambling Site
 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
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•Flagging “free”
•Personal
•Time – early evening
•Offer, Value-add
•Support / Opt out
•Txt spk
•Social media
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
Keywords
 Fewer words
 Predictive
 Be....
 Bet...
 Betting
M-Web
App Store
 Download + Revenue
 Events – football games, X-factor (city)
 GPS
.
 Geography
 City
 Betting shop
 Timing
 Idealism versus Practicality
© Aideen Shortt
Infancy
Facebook
 ½ of 500 million users – on mobile
 x2 activity
Mobile CTR’s are 50% higher than web
Mobile CPCs are 39% more cost effective
than desktop
© Aideen Shortt
Display ads
Video display ads
Interactive video ad unit
Paddy Power – TV, Online, Email
Website
 Conversion from current player base
 Promotions
New customers
© Aideen Shortt
Unibet
Twitter/Facebook
© Aideen Shortt
@aideenshortt
[email protected]