G3-247 Report MOBILE & TABLET GAMING
mostly using mobile to access the games but we're noticing a trend of more and more players playing from their tablets so the numbers may soon be at 50/50 should this trend continue.
Luke Davis, Marketing Director, Playtech - Periods of play highly depend on the product or the game the player chooses. Typically the average gaming period is between 7-20 minutes long.
Derrick Morton, CEO of FlowPlay and Vegas World - Mobile and tablet players are typically on the go, so they’re more likely to play 5-10 minute sessions whereas a desktop player is much more likely to engage for an hour or more. There can also be a lot of crossover in the platform that players are playing depending on their location, but typically players have one device that they engage with more than others.
Luke Alvarez, CEO, Inspired Gaming Group - In the UK, mobile sessions are around 10-12 minutes, which is slightly longer than the average UK LBO machine ses- sion at around 7-8 minutes.
When comparing desktop to
mobile, sessions on IGT games are approximately twice the
length as on desktop, which is understandable as the
consumer is most likely seated in front of their machine.
Bryan Kelly, Senior Vice-President of Technology, Bally Technologies - Real money wagering is almost identical for tablet and mobile, but for Free2Play, there’s a lot of custom development for the platform. This means that the content is much richer, there’s more real-estate and there are more do things. It’s a very rich and elegant experience.
The typical gaming period on mobile is about 10 minutes - it’s an impulse buy - but they play for 10 minutes many times a day. Mobile players play four times per day on average, as compared to PC-based gaming, which is predominantly once a day. Players also spend a further 15 minutes per session quickly consuming other types of media at the same time.
Mobile wagering equates to short sessions, high volume and high wager size. Mobile players spend fast. Many thought we’d be looking at short sessions and small wagers, but in fact the opposite has been true. In New Jersey the Golden Nugget has installed our mobile wagering platform, (Bally was the first to launch its wagering platform in May 2014), the casino has seen a revenue spike of 70 per cent, where rest of state saw revenues down.
Aleš Gornjec, General Manager at Comtrade Gaming - Gaming duration on mobile and tablet are at around 7 minutes per session. Currently players are
Leigh Nissim, IGT Commercial Director of Interactive - There are distinctions between typical mobile and tablet sessions, in terms of both the time and duration. The extra portability of mobile phones, and the fact that they rarely leave the players’ sides, means that mobile play is more common and in shorter bursts. On tablets, where there is greater real estate and the devices are more powerful, sessions are longer and players more engaged.
Mobile and tablet are entirely complementary. It means that operators can appeal to the same customer around the clock. For example, players can use their mobile on the train during the morning commute and at lunchtime while at work, then switches to a tablet in the evening which they use as a second screen as they watch televi- sion. Having content on multiple devices also makes it possible to reach different players at various points through the day and night, and across multiple locations.
When comparing desktop to mobile, sessions on IGT games are approximately twice the length as on desk- top, which is understandable as the consumer is most likely seated in front of their machine. Interestingly, our average handle per session is almost the opposite, with higher values on mobile than desktop, although this is likely driven through the game play of our popular mobile table titles which have a greater customer pene- tration on mobile than on desktop. It’s also a sign that
higher value players are wagering on mobile, comple- menting their desktop or in-casino play.
Jerry Bowskill, Chief Technology Officer for Williams Interactive - The number of games a mobile/tablet player plays is about half the number a desktop player plays. We’ve also seen that the mobile player has shorter sessions than a tablet player.
WHICH IS MORE IMPORTANT FROM AN OPERATOR'S PERSPECTIVE - MOBILE OR TABLET PLAY? -
Luke Alvarez, CEO, Inspired Gaming Group - Tablet play is seeing the most growth at the moment, but it’s not necessarily more important than mobile. Tablet play is, however, cannibalising desktop play, which is becoming less dominant as the growth of handheld devices continues.
Both mobile and tablet game development is important to Inspired, and we consider tablet and mobile separate- ly in terms of UX design. Players use and interact with the devices in different ways, so the games and naviga- tion must be sympathetic towards these differences.
Getting mobile game development right is undoubtedly the hardest challenge, in terms of math (short session times on the go), graphics and UX. Inspired is raising the bar in terms of the quality of mobile games available to the market.
In emerging markets, where the majority of people just have a smartphone rather than a smartphone and a tablet, we expect to see mobile dominate over tablet.”
Neill Whyte, Head of Product Channels, Microgaming - Both are important for different rea- sons, and neither should be ignored!
Smartphone devices are typically easier to target from a player acquisition perspective. This is due to Smartphones having multiple network technologies available, which in turn make marketing communica- tions easier and more effective, e.g. SMS, Web Browser, App Push and iBeacon.
Tablets typically connect to the internet via Wi-Fi in the home and therefore a tablet’s marketing reach is more limited, being geographically and time bound to when the player is at home and online. But even with it being harder to target tablet players, tablets are arguably now the new device of choice in the home replacing PC’s, and as such cannot be overlooked. They have the potential for longer gameplay session times and are well placed as the user device of choice for future second screen integration with TV’s and other home based electrical devices.
Bryan Kelly, Senior Vice-President of Technology, Bally Technologies - Free2Play mobile has better reach and there’s more play on mobile phones than other devices, however, tablets convert users better to paying customers. While mobiles are still relatively small, they’re excellent at providing a social hook and have much greater reach, whereas the per- formance of hi-def tablets is much better at monetising players. We think each has its own purpose, though we’re watching closely the rise of the phablet. These
1 0 1
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132