Bullet Business

It is being increasingly felt that an option for the customer to register though mobile phones will mark a real shift in the mobile gambling segment.

Rather than targeting the online users by simply putting 'mobile' tab on the website, operators are now beginning to advertise at events where customers simply download, sign up and make a bet there. This will enable tapping into the impulsive nature of betting.

Assessing the same, John Cruces, mobile product manger, Betfred says: "It's a clever idea for sure, that we have also experimented with."

"The fact that you can effectively do the hard work of setting up the relevant phone for the user is a definite plus. One thing we have found (especially with Bluetooth) is the complications with ensuring only over 18's receive the application. As for whether it increases the CPA is up for debate," said Cruces, a speaker during the 5th Annual Mobile Gambling Summit Europe (held in London on 18-19 November).

From his company's perspective, commenting on the significant milestones for Betfred Mobile in the recent past, Cruces said, "Having a `coupon' style page created for football was good for our Sportsbook, as it allows the user to do a football acca quite quickly. Integrating this to our popular `7th Heaven' bet has proved popular."

He added, "We have recently introduced a Mobile casino that is just starting to pick up. We have also minimised our sign-up process (as much as possible) and have used Bluetooth technology to assist users in receiving our platform. In general, we think our platform is user friendly."

With respect to sports betting, horse racing is still the most popular for both the number of bets and actual turnover with Betfred. This is followed by football and then in-running events, says Cruces.

"There appears to be an increase in casino games such is the increasing availability, as suppliers are beginning to create more compatible games - which must be for demand. I can't help thinking that poker will also increase due to unlimited Internet usage that is now becoming the norm," he says.

On gender-based differentiation, he says it would be possible, too, for mobile gambling.

"I believe that could happen once suppliers start making more money via their relevant platforms, therefore justifying the outlay that would be required. While there has been no real need for gender-based variation online it could well be deemed that the mobile is more 'personal' to the user, so why not," shared Cruces.

Overall, it is estimated that bet in play now constitutes over 30 percent of all bets placed. And this is where mobile has complete advantage over online. The ability to sit in front of the TV or be at a football match is exactly where the real entertainment value comes from betting on a mobile. Services are becoming increasingly bet in play focussed.

When it comes to hurdles which are impeding the growth of mobile gambling, technology isn't considered to be a major hindrance.

"In terms of technology there aren't many hurdles we can't overcome. However as transaction volumes increase and these services become mass market, it is crucial to ensure you have robust and reliable technology to cope with demand. At Mfuse, we continually improve our provisioning technology ensuring that the consumer has an easy as possible experience. Interestingly, the advent of the Apple iPhone has set a precedent for the handset manufacturers who are all now developing touch screen devices. Unfortunately, for us, none of the devices are standardised meaning we much tailor each application or browser to use the native GUI features of each specific device," Charles Palmer, marketing director, Mfuse Ltd had told Bulletbusiness.com recently.

On the same, Cruces said, "I think that the improvement in technology has shown that mobile Internet access is now faster, more accessible and in general easier. So there may not actually be the need for download as much as previously expected. Especially for Sportsbook. The same advancements in technology also mean that phones are now becoming more user friendly, so that side of things is also being helped."

He added, "Plus, with the younger generation being more compliant with 'gadgets' it would appear that we are now seeing a level of generation betting in some form. By that and not meaning to stereotype, for Sportsbook the older generation are predominantly shop betting. Middle-aged punters have moved into telephone betting with a decent percentage of Internet usage. While the younger generation is even more Internet-based and now mobile phone bettors. There is definitely a pattern emerging to suggest this," observed Cruces.

A driver for mobile betting today is what Cruces calls the trust factor.

"I personally think that initially it's enabling the trust factor i.e. when telephone betting and Internet betting were launched there was this hurdle of people trusting the said platforms, in that, was their card details safe? Did they have proof of their bet?... Like anything, the new user has to experience that it's safe and reliable. Obviously, the advancement of technology has been a great help…such are the improved features of phones nowadays in respect to speed/access. An argument could also be made for the fact that unlimited Internet usage is now being included as part of a contract agreement," concluded Cruces.