Wednesday
Nov112015

Get Maximum Traction Through Mobile

Let me guess, you’re reading this on your phone.

Statistically speaking there is a better than one-in-two chance I’m right.

The majority of all internet browsing now happens on mobile devices and the conversation around the channel should reflect the medium’s sophistication.

While usage in betting and gaming is aligned with wider trends, for the most part, the industry is often left behind when it comes to gaining traction through mobile.

For many operators – and therefore providers – it is the dominant channel, but it is incredible how often marketing, product management, or strategy is not adjusted accordingly.

Advertising spend should focus on Google, PPC, social media – TV commercials should demonstrate clear calls to action. Anyone watching is almost certain to be on their phone at the same time.

Lead with mobile. Focus resources on areas that matter most.

The level of competition means it is even more important to get players to install your app or, at the very least, bookmark the casino lobby to their homescreen. You need to secure a permanent, prominent position on their device that facilitates entertaining, engaging, quick and simple play.

I can speak to personal experience – I’ve recently upgraded my device.  On transition I was intent on deleting unused apps, however I couldn’t find any that are surplus to requirements and found myself transferring over 110 apps – how my life now depends on my device and my apps, creating an inertia that was barely present before mobile.

And mobiles are a marketer’s dream – take advantage of the tools, like alerts and personal messaging, to keep in communication with the player. But make this relevant and specific, not broadcast.

Next comes a delicate balancing act.

A broad offering with a large library of games and portfolio of products will create the right first impression, but then players must be presented with a personal offering and an easily navigable journey.

Consider introducing the right games, which are a clear fit for mobile. Find out what your players want then build a comprehensive, yet targeted offering built around their preferences. 

The most fundamental rule is that mobile cannot be a reduced experience. Historically, it has been diluted, desktop-lite. This is wrong.

Start from mobile perspective and work backwards – games have far greater longevity. Take one of our titles, Balloonies, as an example. Its mobile-first design is instantly recognisable and there has been a long tail with regards to performance – it continues to register impressive numbers more than a year after launch.

Look at what other activities people are doing on their mobiles, how the content is perfect for ‘snacking’, and create a similar appeal.

Explore and capitalise on gaming genres that are suited to mobile. Players don’t want a long, epic experience. They are after quick rewards and entertainment, such as simpler slots, clear and easy to use table games, and scratchcards.

People are more inclined to play fun, social, ‘quick hit’ games on mobile; replicate this with the gambling experience. Look at games like Clash of the Clans and see how in-tune they are.

Time – or lack of it – is an essential consideration. Loading, depositing, game selection and so on needs to be optimised for time and simplicity.

Don’t slim down key features – all functionality needs to be available. Players that have to leave the app in order to deposit or contact customer services, for example, are unlikely to come back. Tolerance levels to things which aren’t efficient and straight forward are increasingly low.

By the same token, don’t jump to creating a wearable application, say an iWatch app, unless there is a tangible benefit.

Players don’t have patience for gimmicks – several iWatch apps have been released with minimal or zero functionality.

This might be a quick PR win but players are quickly turned off and they are bad for the long-term brand reputation.

The present and future belongs to the mobile player. Don’t wait any longer: make it the focus of your business. 

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