environments and are launching with licensed operators,” he said. “One of the reasons to launch with operator EnergyBet, was that they are a provider of sports-book and casino games; we wanted an operator that wasn’t just occupying a single gambling channel, but was offering instead several gambling products. It’s offering in the UK with the high usage of mobile devices for gaming, EnergyBet has the critical mass of players that we need.”
Both DIMOCO and EnergyBet have identified payment transactions as a means of differentiating the player offering. Just as the latest advertisements from UK book-maker William Hill have focused on technology, as opposed to betting options, EnergyBet is utilising carrier billing as a point of difference in a congested marketplace. “In a saturated market, such as the UK, in which operators are mainly targeting credit card users, the middle- class target group, our offer addresses the largest potential group of players – the casual, small budget players, who are not interested in using a credit card to pay £5-10 per week,” stated Mr. Nowak. “While they may not use or even have a credit card, what they have in common is that
they all have a mobile phone. Our target is the mass market, attracting this group to play with the ease and simplicity with mobile carrier billing.”
One of the key benefits of carrier billing is speed of access. Sign-up is not only quick and straight-forward, using details already held by the mobile phone carrier, most importantly it’s simple to sign-up on the mobile device itself. “Currently, players need to sign-up on a PC, because signing-up for an account with an operator is currently a real hassle on a mobile phone,” commented Mr. Nowak. “When you try to add your credit card credentials on a mobile it’s frustrating and overlong and just isn’t intuitive, so no one’s doing it. DIMOCO accomplishes the full acquisition circle; linking to a landing page with non-registered users offered a quick registration process. Tey fill in their details using credentials already inputted on their, for example, Vodafone account, then it becomes a one-click registration process.”
Carrier billing offers a fast-track registration, whereby after a positive check, the player is betting their first £10 with their carrier account
In a saturated market, such as the UK, in which operators are mainly targeting credit card
users, the middle-class target group, our offer addresses the largest potential group of players – the casual, small budget players, who are not
interested in using a credit card to pay £5-10 per week,
almost immediately. It sounds implausible, but carrier billing will allow for this almost instant access, achieved on the mobile device, without having to access a PC. “We believe the preferred Point-Of-Service (POS) is the mobile device,” underlined Mr. Nowak.
One of the reasons that DIMOCO selected EnergyBet as its launch partner for carrier
NEWSWIRE / INTERACTIVE /
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