SBC News Voice of the Sports Betting Industry
Paul McNea gives the MGS Summit audience insight into what is driving mobile growth and engagement. With more than £13 billion wagered on mobile devices each year, and global growth of 13% YoY mobile gaming is looking to become king of gaming.
McNea looks at trends and what is accelerating growth in the mobile gaming sector, McNea predicts that mobile will be the device of choice for punters by the 2014 Brazil World Cup
Session Summary
- Growth in mobile can be viewed as organic, as technology is now ‘in-line’ with customer expectations. Much press coverage has been focused on spectacular growth of mobile gaming take-up which now is five times that of other. McNea believes that further growth will be driven once the UK reaches full smartphone penetration.
- Need to focus on partnership model – with learning’s from affiliate models taken on board by gaming companies from digital advertising activities. Mobile does not have the advertising channels of other verticals. McNea believes that mobile needs to develop further marketing competencies and channels to extend coverage and improve player acquisition
- US and emerging gaming market penetration will be led by Mobile devices not online devices. Mobile will allow for better customer lock-in and better long term customer value.
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