G3-247 Report MOBILE & TABLET GAMING
Derrick Morton, CEO of FlowPlay and Vegas World - It is easier to retain a player on a mobile device because there are less immediate options available on the device. This is only true, however, because it is very difficult to acquire the player in the first place. You must find a way to get them to download your app to their device but once they have the app, it becomes one of the limited number (compared to general web surfing) of options they have on their device.
Charles Cohen, Vice President, Mobile, GTECH - It is easier to retain players on mobile, as interaction and marketing to players is quick, easy, and direct.
Text messages are usually the preferred contact method, because open rates – the percentage of users who open and read the message – are very high compared to email. When you include the fact that we can send push messaging to app users, and you can see where mobile has an edge over desktop as a medium. The trick is not to over-user it or mis-target messages, which can risk ruining a good customer relationship.
Ensuring strong customer relationship management, based on intelligent segmentation and frequency of
offer, is the overriding factor when it comes to retaining players on any platform. Of course, when you also add in great products, along with excellent customer service, retention becomes much easier. There is a complete pic- ture that needs to be painted; players need all these parts in place to continue favouring one service over another.
Luke Alvarez, CEO, Inspired Gaming Group - If you’re comparing a mobile session to a resort casino session then obviously the difference in retention is huge. Yes the play sessions are shorter and less immer- sive for mobile, but they are more frequent because of the convenience. Game development is much more complex now there are so many different channels and, for short session time channels such as mobile, the game math has to perfectly fit this ‘quick bit of fun’ pro- file.
Neill Whyte, Head of Product Channels, Microgaming - It is harder, and this is mainly due to the mobile networks ecosystem being far more complex than its online counterpart.
Mobile users spend, on average, 82% of their time on
mobiles on Apps and just 18% with web browsers (according to Sunil Gupta, Harvard Business School). Interestingly, they download about 40 Apps to their phones (out of more than a million available) and regu- larly use about 15. This makes it inherently difficult to advertise to a player. The traditional web-based adver- tising methods make less of an impact on mobile devices.
But nothing is impossible and operators need to be more creative with ways in which they can retain players on mobile devices. The best way for operators to communi- cate to players is with Apps and that’s where “in-App” Push Messaging comes in! Effective Push Messaging more than doubles four-month App retention rates and nearly quintuples App engagement.
Jim Veevaert, Vice-President of Games, DoubleDown Casino - Actually it’s easier! Mobile has great retention. If you think about it, people spend more time with their mobile devices so it makes sense. It is very important to us to sustain the continuity of our player experience - ability to play anywhere, anytime across any device with seamless play. That seamless platform integration experience is very important to us
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