ICE 2014 Blog – Paul McNea – The Mobile Experience

Paul McNea Founder of Betfuze Mobile discusses mobile first retention strategies for igaming operators.  McNea aims to give insight into the latest mobile player trends and retention strategies needed for mobile gaming. McNea advice’s the ICE2014 audience what  igaming competencies can be transferred from  digital operational teams to mobile focused retention units.

McNea further sheds light on what  gaming skills retention teams will have to gain in order to serve their customers on all digital channels

SBC Session Notes

• Paul McNea  sees behavioral tracking and targeting of customers on mobile applications as a the key objective. Retention and product teams need to monitor activity pre and post download of an app. This includes tracking where the customers come from, and what features on the app the customers may have  used. McNea mentions that product teams need to develop ‘heat maps’ of where the customers have been on the application, in order to better profile their customer.
• McNea notes that retention teams will have to be  trained towards reactive marketing techniques combined with live messaging. Retention teams have to see their player as being live or ‘on the go’ with their product. Simply put, this means having the ability to give them  a unique and targeted message. Teams should spend substantial time revising and analyzing when their players are physically using their apps. Igaming desktop retention has tended to be studied and analysed  the day after the player has performed actions on the operators desktop platform – this will not serve mobile operations.
• McNea – operational teams working on mobile products need to constantly evaluate their products key  measurements and indicators, in terms of player and product performance. Key measurements are likely to change as your products have more uptake, a retention strategy should be geared towards what key stage your business and mobile product find itself. McNea believes that this will lead to more individuality in retention programs within the igaming sector.
• McNea notes that player value on mobile applications can be affected by outside factors, that would have no impact on other igaming verticals. These factors include length of mobile network contract (as the customer is likely to change phone type) , mobile network (Vodafone, EE, etc.. ) and hidden/additional mobile charges that may restrict use or play. Teams have to be aware that unique factors applicable to mobile gaming can be fuly disruptive to your products value, revenue generation and product uptake.