Operator perspective - mobile carrier billing - EnergyBet
Why has EnergyBet partnered with DIMOCO to offer carrier billing? To be the first operator to offer carrier billing with DIMOCO is a real advantage for us over our competitors. We partnered with DIMOCO as we believed that this new format offers an edge over the competition.
How will EnergyBet inform its players of the carrier billing functionality? Our aim is to communicate this topic to players via newsletters, banner advertisements, PR articles and in future we are planning a special campaign to increase topic awareness and we’re considering a TV campaign too.
What are the specific advantages of carrier billing? It is a simple offer – it gives EnergyBet the opportunity to become the brand of choice for the younger, more time sensitive players, allowing us to show that we are listening to our customers wishes and that we are breaking new ground, not just providing the same formula – the same options to players over and over again. I think it is very important for us as a brand to adopt this change. Many markets people are already familiar with carrier billing, while iGaming has lagged behind. Tis partnership is set-up to take advantage of current growth trends.
solutions,” stated Mr. Nowak of the potential for carrier billing to replace traditional payment methods. “People will continue to use their banking solutions. In the future you will not be able to book a flight, for example, with carrier billing. People will keep their credit and debit cards connected to their bank accounts. However, the opportunity to target the micro- payment group of customers with a simple, secure and fast complementary payment method is compelling. We are not looking to compete with banking solutions. We want simply to acquire more from the inactive target group who would utilise carrier billing not just as an alternative payment method, but as their only payment method for certain transactions.”
Having already seen carrier billing in casual gaming, in a less sensitive field, become a significant part of its volume, DIMOCO’s addition of igaming to its market segments represents what Mr. Nowak describes as a red line across European markets.
“In territories in which you see credit card ownership of 35 per cent (Germany) and 17 per cent (Poland), mobile penetration is often above 100 per cent, and is easily the most far-reaching payment method in Europe right now. Adding carrier billing to igaming, bringing scale, security and player protection is something we’re excited to see develop as we commence our partnership with EnergyBet,” he added.
Why be the first to adopt carrier billing – what’s the first-mover advantage? iGaming is really a competitive environment, here in Malta there are over 400 iGaming companies involved in this sector. First-mover advantage is therefore very important, as is the drive to launch something new that’s attractive to the player. We think carrier billing will attract new players and act as a complementary payment solution for existing customers. As a payment method of choice on Facebook, we feel it will appeal to customer looking for a simpler and easier method of payment. People don’t want the hassle of entering credit details into their mobile devices. Tis is a much faster solution.
How quickly do you see your players adopting carrier billing? Te acceptance of using mobile phone billing to play online is something that ties immediately into the needs of a millennial audience – while at the same the time more people start to use it, the greater the acceptance of this payment method. It will be a major change in a few years time, whereby everyone will be using carrier billing, not just in iGaming, but to pay for many different things. Every year the conversion to mobile play is higher than the year before. I don’t think the partnership with DIMOCO have a huge immediate impact. I don’t think it will ‘boom’ – but it will attract a large audience that will scale
quickly to include vast number of users in the near future.
How would you describe the demographics of the players most likely to utilise carrier billing? Because of the explosive growth and proliferation of mobile technology, with it already far outstripping the traditional desktop market, we are cautious about focusing too much on any one specific demographic. Tough, obviously, carrier billing will be very much welcomed by the younger market, who value convenience above almost anything.
Will you be targeting players using carrier billing with a different offer to players paying via debit or credit cards, as they’re most likely to be players betting in smaller/micro-transaction amounts? Our aim is to offer convenience and security for our customers, and we believe carrier billing will do this. However, we do not want to inadvertently promote micro- transactions that encourage irresponsible gambling. To avoid this we are employing great caution and fully exploring compliance rules and issues before making any targeting changes. Currently we feel th developing strong authentication methods, and employing limits per micro-transaction, with superfast €2 deposits, is the way to move forward.
Does using carrier billing increase the security of the transaction? Yes, we are confident that it does. Carrier billing today is very sophisticated, with carriers employing the highest security and transparency standards. As new technologies evolve, we are confident that carrier billing will continue to offer one of the most secure ways to pay.
Simona Pinterova, PR and Media Manager, EnergyCasino - EnergyBet
Simona Pinterova holds a Master’s Degree in International Relations and Diplomacy, and has held key posts in the iGaming sector for several years. She is currently based in Malta, as Public Relations and Media Manager at EnergyCasino and EnergyBet, where she has helped oversee dramatic growth and several successful high-profile sponsorships.
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