Following the play
W
hat began as a trickle of activity away from traditional betting shops and online wagering activities within the last decade
has evolved into a flood of real money and iGaming movement now occurring at an ever increasing pace within the mobile environment.
In its wake are real money gaming app developers and marketers trying to keep pace with an industry in which the only constants – besides their players’ continued pursuit of wagering and igaming activities – are continuous change and even more mobile evolution. Wagering and iGaming activity in the mobile environment is booming, thanks to a growing number of devices, channels and technologies that make it possible to place bets and follow activities from anywhere at any time.
As a result, today’s real money wagering marketers need to be where their players are, and it’s apparent those customers are pursuing their favourite activities and engaging with operators on their smartphones and tablets, through both native mobile apps , mobile web and HTML5 wrappers. Even wearables like the Apple Watch have stepped up to the plate.
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According to the Technavio’s 2015-2019 market report, the mobile wagering industry is expected to grow at 18.3% annually, with a forecast based on a five-year compounded growth rate of 43% for wagering revenue between 2014-2019.
Juniper Research estimates that 1 in every 10 adults worldwide will engage in online or mobile wagering by 2019, especially as countries around the world begin to regulate mobile/online wagering to take advantage of tax revenues or look to ease existing restrictions and legal bans. Based on earlier projections from Newzoo, 2015 is the year that global mobile game revenues are expected to eclipse console game revenues for the first time.
Not only are activities changing, so are the channels and venues by which players pursue their favourite activities. Today’s wagering customers can place bets from traditional brick-and-mortar stores, in casinos, at sporting venues, online and on mobile apps, where much of the new engagement is taking place. According to MindCommerce, app- store revenue from igaming apps is predicted to reach $23.7 billion in 2015, lead by Apple and Google Play.
Even more recently, wrist-worn mobile devices are now turning into betting devices, including Ladbrokes’ betting app for the Apple Watch, which enables wagering customers to bet from their wrists, and Thunderstruck’s wearable slot-game app through the Android AIR mobile casino, which requires a companion tablet or smartphone to operate.
What do these mobile behaviours and device shifts mean for the world of mobile marketing?
First, marketers must consider their Omni-channel approach so they can engage with customers across multiple betting channels – brick-and-mortar, digital, mobile and wearable.
Secondly, today’s marketers must rely heavily on data from the mobile environment – including apps, devices, and igaming technologies -- to make sure that their campaigns, messages and initiatives are finding the right customers and delivering the right messages, communications, incentives and promotions on the right channel at the right time.
Data can help marketers shape and craft the mobile
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