Interactive MOBILE/TABLET GAMING
Michelle Livingstone will be exploring this topic at the EiG show in Berlin.
Moving with the times
At the EiG show in Berlin this month, Michelle Livingstone is discussing how
BetFred.com is ‘standing out from the crowd’ through their mobile operations with a twist - part of a series of case studies highlighting operators who have stood out in 2014. In this G3 interview she explains the processes behind
BetFred.com’s mobile development
How mobile are players when using their devices - are they on the move or simply connected at home?
We typically find that players are continually on the move, and the beauty of mobile play is that you can pick up your phone on the go and log on whenever you have some spare time. This means businesses should look to make the path to mobile play as short as possible, to ensure players can access their favourite games as a quickly as possi- ble. Quick access helps to improve the user expe- rience, as many players know what they are looking for and want to navigate around the games portal without having to click through numerous pages to play.
How long are the gaming periods on mobile and tablet - How do they compare to play on other devices/ machines?
On average a mobile player spends less time per session than a web player, however, a mobile user will have more sessions throughout the day. It is useful to understand this when marketing to mobile players, as we are able to reach out to indi- viduals during the day via a variety of channels, which can really help boost player numbers dur- ing quieter periods.
Which is more important from an operator's per- spective - mobile or tablet play?
Both are important as customers will use different devices throughout the day, so it is important to send timely communications, for example mobile specific offers when customers are likely to be on the move. Tablets are becoming the primary device in many homes, so when considering redesigns for the mobile portal it is important to consider how the portal will look and feel on a tablet.
6 4
What mobile/tablet platform developments are shaping game interactions with players?
With tablet devices having a much larger screen than mobile devices, this has enabled Betfred to develop games for tablets with the same capabili- ties as desktop.
The product team have been working on intro- ducing quick deposits and side games that give you the ability to play on roulette whilst placing
Desktop will always have a
place, but in the next couple of years we expect that it will
become second to tablet and mobile. The introduction of the Apple Watch is a great
example of how technology is constantly changing.
in play sports bets. Future developments are focusing on creating a seamless customer experi- ence whether they are playing on tablet or mobile.
Is it harder to retain a player on a mobile device as compared to traditional mediums?
From our experience, I would say that we haven’t found this to be the case. We have seen a signifi- cant rise in mobile players and have subsequently implemented a number of new marketing meth- ods that has enabled us to communicate effec-
tively with mobile only players. For example, push messaging allows us to segment players based on behaviour and emails have been opti- mised to be responsive to the mobile device. In addition, we still use the more traditional methods of communication such as direct mail, SMS and outbound calling.
How do you gain traction with mobile/tablet play- ers - How do you get their attention in the first place?
In the first instance we have number of methods and channels that we use to attract new cus- tomers, one of which is PPC.
We need to think carefully about the customer experience when using a paid search, as Google class the tablet as a desktop device. This can cause problems when promoting desktop games that are unavailable on tablet and mobile. Once we have a potential customer’s attention, it is
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