1. Mobile Gambling ---------------------------------------------------- Aideen Shortt

2. Mobile Gambling Report: A Comprehensive Strategy and Market Review
© Aideen Shortt

3. Mobile Market Overview
© Aideen Shortt

4. Market Size
Source: Juniper Research

5. Market Size
Source: H2 Gambling Capital

6. Cannibalisation or Revenue Increase
Player value
% of revenue
% bets
Current
Future – 50%+
© Aideen Shortt

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

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

9. Obstacles Payment processing Legislation Delay of 4G – gaming Tracking
© Aideen Shortt

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

11. Markets
© Aideen Shortt

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

14. Source: SOMO

15. Technology J2ME Native HTML5
To app or not to app, that is the question?
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

16. Payment Processing Junpier: $670bln by 2015, from $240bln now
Ebay $1.5bln alone during 2010
Money In Money Out – difficult
Limited number exclusively developed
Technology driven rather than customer focused
© Aideen Shortt

17. Payment Processing - TRENDS
Payment processors – optimising services
New entrants – Apple, Google, Amazon, FB?
Banks and MNOs – joining forces
NFC technology
© Aideen Shortt

18. Payment Processing PSMS - Payforit Mobile Billing – Payforit
App Store Ecosystem
Cash/Voucher
E-Wallet
Credit Card
NFC
© Aideen Shortt

19. Operators
© Aideen Shortt

20. Paddy Power: Benchmark?

21. Ladbrokes – Clean/Direct

22. Early m-websites

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

24. Understanding Customer Behaviour
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

27. App Stores
© Aideen Shortt

30. Using Apps as Marketing Tools
Apple App Store
In-app – good conversion
Targeted
Odds aggregators 
Probability, Mecca, Betfred
Disposable apps
© Aideen Shortt

31. Apps as Marketing Tools

32. Ladbrokes – World Cup

33. William Hill / Racing Post app

36. Poker Planner

37. Using Non-Gambling Apps to Advertise REAL Money Gambling
CLICK
Banners displayed in Non-Gambling Apps
Real Money Gambling Site

38. SMS / MMS 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

39. FreeMsg: Hi Aideen, log in tonight for a FREE GBP1 bonus
FreeMsg: Hi Aideen, log in tonight for a FREE GBP1 bonus. What's more, like us at to see exclusive offers! Help:
FreeMsg: Hi Aideen, secret bonus waiting in ur account until midnight. Don't wait any longer, log in and get it now! Help:
Flagging “free”
Personal
Time – early evening
Offer, Value-add
Support / Opt out
Txt spk
Social media

40. QR Codes

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

42. PPC
Keywords
Fewer words
Predictive
Be....
Bet...
Betting

43. Tracking
M-Web
App Store
Download + Revenue

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

45. Display Advertising 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

46. What can you do on mobile?
Display ads
Video display ads
Interactive video ad unit
Display ads
Video display ads
Interactive video ad unit

47. Traditional – Online / Offline
Paddy Power – TV, Online,
Website
Conversion from current player base
Promotions
New customers
© Aideen Shortt

48. Track & Analyse

49. Social Marketing
Unibet
Twitter/Facebook
© Aideen Shortt

50. Unibet Social Betting

51. Unibet Social Betting

52. Aideen Shortt aideen.shortt@gmail.com