Interactive LIVE CASINO - MOBILE/TABLETS
Desktop to mobile progression in Live Casino
To what extent are players at online Live Casino tables moving away from desktop to mobile devices? Is increasing ownership and use of tablets and smartphones resulting in shorter or longer playing sessions? And how is technology driving any shift in playing patterns? Helen Hedgeland, UK Managing Director of Evolution Gaming, shares some intriguing insights into the impact of mobile on both the online Live Casino and land-based casino sectors.
Live Casino has become increasingly multi-chan- nel and multi-device in recent years. But that’s not to say that players are abandoning desktop play en masse and migrating to tablets and smart- phones. There are more complex trends at work and it is right to describe this as a progression as these trends encompass complementary use of different devices, a resultant growth in incremen- tal revenue and new opportunities to better serve customers online and in land-based venues too.
In many ways what we are seeing in Live Casino is simply a reflection of broader technology and lifestyle trends. Yes, there is far greater use of mobile devices in Live Casino now. We have moved very quickly from the period of early adopters using iPad and iPhone to mass-market adoption of these products and their Android counterparts.
In terms of statistics we have seen a number of interesting patterns emerge.
In general, wagering via tablets and smartphones is steadily increasing as a proportion of play on all devices. However, there has been a very marked increase in the last few months. Also, the propor- tion of wagering on Android devices versus iOS devices is increasing, with wagering on Android tablets increasing five-fold as a proportion of wagering on all devices. But of course, the device usage picture varies from licensee to licensee. It is influenced by factors such as the licensee’s geo- graphic areas of operation, their mix of tables, their audience profile, whether they have opti- mised their mobile offering and whether they have released and promoted an App featuring Live Casino.
With tablets, users often see these devices as 1 2 0
extensions of their desktop. They typically carry out a subset of tasks on tablet, tasks that are often more focused on entertainment, relaxation and multi-tasking. For a great many, the desktop is still their main computing ‘hub’ with the tablet being a ‘satellite’ device.
In many ways iPads and 7- and 10-inch tablets are the perfect devices for Live Casino. Tablets provide a good amount of screen ‘real estate’ for viewing live video and their size and lightweight, portable, wireless nature means they can go any- where. So, we are seeing players supplementing their traditional play on desktop with extended sessions as they wander into another room, relax on the sofa and then get involved in a mix of TV/video-stream viewing, social networking and messaging, web browsing and Live Casino play. That kind of usage is mentioned repeatedly in focus groups.
Equally we have players who are wedded to desktop, particularly those who like to use our Multi-Game Play function. This allows players to join one game and then go back to the Live Lobby and join other games – up to 4 games at the same time in one master window, subject to the screen size of the player’s desktop. So, the bigger the screen size the more games they can enjoy at once and the more bets they can place in parallel, which makes Multi-Game Play very popular with high rollers.
At the other end of the screen-size spectrum, the iPhone or smartphone is frequently used for ‘fill- in’ play. If a player cannot use their desktop or tablet then they will use what spare moments and opportunities they can find to enjoy a game on their phone.
Helen Hedgeland is the UK Managing Director of Evolution Gaming.
The device usage picture varies from licensee to licensee. It is influenced by factors such as the licensee’s geographic areas of operation, their mix of tables, their audience profile, whether they have optimised their mobile offering and whether they have released and promoted an App featuring Live Casino.
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