hat’s Mobile Gaming’s target audience?
The target for mobile gaming really depends on what vertical a brand’s operating in. A mobile poker brand is going to be predominantly targeting young adult males. On the other hand, a mobile casino with a strong slots focus is going to go after an older demographic that includes more women – players in their forties who are regular users of mobile and social media platforms.
What are the main challenges when seeking to attract new audiences?
In terms of attracting audiences, it’s all about acquisition, retention and keeping players engaged. From our own data, we’re seeing that the user lifetime value (LTV) is significantly higher for mobile casino games than for other mobile applications. Look at Big Fish, which is one of the top-grossing apps in terms of revenue but not necessarily the most downloaded. The top apps – brands like myVEGAS, Slotomania – are all apps that target the most engaged player demographics. So operators need to understand targets and monetization rates.
What do operators need to do to gain audience without losing existing customers?
Beyond engagement, operators need to perfect their app-to-app marketing. Their wider marketing strategy should be cross-channel as well as cross-platform. They should use in-app ads, app store optimization (ASO), social media marketing, search engine marketing (SEM), content marketing and the affiliate marketing channel.
What do you see in Mobile Gaming’s future?
In 2014, major brands like Ladbrokes and Paddy Power announced that mobile play was now leading desktop play for the first time ever – that’s revolutionary! Within mobile itself, app usage continues to grow against play via the mobile web. Going forward, these two dynamics are only going to gather pace.
At the same time, I think there will always be a place for desktop iGaming. Certain verticals like the more complex versions of online poker and blackjack are a better natural fit with desktop computers than with smart phones and tablets. Other verticals like sports betting, which can involve in-play betting on sporting events, work better with tablets and phones. Basically, the future of gaming will be cross-platform – mobile apps and desktop depending on the gaming experience.