For many industry commentators, 2011 will be seen as the year in which mobile gambling finally comes of age. For years now, the platform was heralded as the ‘next big thing’ – the future of gambling. Yet, results have fallen way short of the bold projections of a few years ago, and the real growth of this platform only began with the World Cup in 2010 where numbers suggested up to a 400% increase in platform usage across key operators. Attend this session as our resident mobile expert, Aideen Shortt gives an insight to this burgeoning sector with topics including: -An overview of the market – projections, countries, devices, operating systems -Products that work on mobile -What went wrong in the past and what are the enabling trends now -Current obstacles and roadblocks

2. © Aideen Shortt

3. Nicky Senyard
Avri Rotem
Bill Rogers
© Aideen Shortt

4. Mobile Market Overview
Marketing
Affiliate opportunities and obstacles
Q&A
© Aideen Shortt

5. © Aideen Shortt

6. Source:
Juniper Research

7. Source:
H2 Gambling Capital

8. Player value
% of revenue
% bets
 Current
 Future – 50%+
© Aideen Shortt

9. Unsuitable devices
Complex download process
Development process and fragmentation
Execution only
Mobile internet
Network infrastructures 2.5G
MNO uninvolvement
Customer confidence
© Aideen Shortt

10. Smartphones
In-running
Behavioural changes
 Mobile internet
 Two-screen experience
Demographic correlations
Data packages
Networks and WiFi
© Aideen Shortt

11. Payment processing
Delay of 4G – gaming
Tracking
© Aideen Shortt

12. Sports betting (in-running)
Casino / Games
Bingo
Poker
Lotteries
© Aideen Shortt

13. © Aideen Shortt

14. Feature phones
Smartphones
 Apple iPhone
 Android devices
 Nokia – Symbian/Windows7
 Blackberry
Tablets
 iPad
 Amazon
 Others - HP
© Aideen Shortt

16. Source:
SOMO

17. J2ME To app or not to app,
Native that is the question?
HTML5
The perpetual Android vs. iPhone debate is in a
way beside the point. For the foreseeable
future, these are the dominant Operating
Systems in the market. The real question is who
will be #3
© Aideen Shortt

18. © Aideen Shortt

22. Not “internet on a small screen”
 Understand devices
 Understand behaviour
 Intricacies of mobile
Discovery vs. Search
© Aideen Shortt

23.  Snacking: Short, easy
 Multi-tasking – 20% Ofcom
 Device – iPhone
 Mobile to mobile
 Mobile offers
 Geography – time, promotions
 Where it might fail – elegant degradation
 CRM
 Conversion from web – in-running
 Website rendering
 Device
 Use....walking, daylight, one-hand
© Aideen Shortt

26. © Aideen Shortt

29. Apple App Store
In-app – good conversion
Targeted
Odds aggregators 
Probability, Mecca, Betfred
Disposable apps
© Aideen Shortt

35. © Aideen Shortt

38. CLICK
Banners displayed in Real Money
Non-Gambling Apps Gambling Site

39.  Still remains most effective marketing tool
WHEN DONE RIGHT
 Instant impact
 Sports
 Coronation Street / X-factor
 Personal
 Time it right
 Offer lead
 No opt-out
 MMS - formatting

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•Txt spk
•Social media

42. What does it mean on mobile
 Google
 App Stores
Online vs. Mobile
 Keywords
 Short
 Predictive
 Top positions critical – only 3/4 per screen
© Aideen Shortt

43. Keywords
 Fewer words
 Predictive
 Be....
 Bet...
 Betting

44. M-Web
App Store
 Download + Revenue

45. © Aideen Shortt

46.  Events – football games, X-factor (city)
 GPS
.
 Geography
 City
 Betting shop
 Timing
 Idealism versus Practicality
© Aideen Shortt

47. Infancy
Facebook
 ½ of 500 million users – on mobile
 x2 activity
Mobile CTR’s are 50% higher than web
Mobile CPCs are 39% more cost effective
than desktop
© Aideen Shortt

48. Display ads
Video display ads
Interactive video ad unit

49. Paddy Power – TV, Online, Email
Website
 Conversion from current player base
 Promotions
New customers
© Aideen Shortt

50. © Aideen Shortt

51. Separate activity
 Build separate account
 Target devices separately
 1 to 3 keyword search terms
 Mobile specific ad copy
 Utilise ad formats
 Aggressive bidding strategy
 Mobile landing pages

55.  Continued rise in search volumes
 More tools / reports to analyse mobile data (call
metrics in US)
 Improved targeting options
 Target all tablets with full browsers
 Mobile carrier insertion
 Admob integration into Adwords?

56. Unibet
Twitter/Facebook
© Aideen Shortt

59. © Aideen Shortt

60. @aideenshortt
aideen.shortt@gmail.com