Mobile Gaming (GaminginHolland 2015)
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This document discusses mobile gaming and trends in mobile usage. It notes that 2014 was the "Year of Mobile" and provides statistics on global and Dutch mobile penetration rates. Time spent on mobile is growing rapidly and surpassing time spent on desktop computers. Mobile apps see much higher usage than mobile web browsing. The document advocates integrating mobile marketing strategies and touches on mobile payments, advertising, and customer retention.
Mobile Gaming (GaminginHolland 2015)
- 1. Prepared for MOBILE GAMING GIH Rogier van den Heuvel – VP Benelux mGage 2014 was the ‘Year of Mobile’- finally. What has happened since?
- 2. Introduction Rogier van den Heuvel – VP Benelux & Nordics mGage mGage brings 15+ years of global mobile marketing and mCRM experience to the industry across the U.S., Europe and Asia. mGage empowers customer interactions at all stages of the lifecycle, from acquisition through retention. mGage = Mobile Marketing and CRM, Mobile Payments, Mobile Messaging. mGage products and solutions are used by Fortune 1000 companies across the globe and mGage has global Omni channel connectivity.
- 3. Mobile! “Mobile is the most disruptive technology ever. No other technology has impacted us like the mobile phone” …….And the fastest growing from 0 to 7.2 Billion in less than three decades.
- 4. Global Mobile Penetration Worldwide Penetration End of 2014 7.2 Billion Mobile Subs Unique Mobile Subs Smartphone 7.2 Billion 3.6 Billion 2.1 Billion 100% 50% 29% Last year Internet Users - 750.000 new mobile users per day, 2.9 Billion that’s 9 new users every second 40% - 25.000 new users during this session!
- 5. Dutch Mobile Penetration Penetration in Netherlands End of 2014 16.8 Million Mobile Subs Smartphone Tablet 20.4 Million > 10.6 Million 8.6 Million 121% 63% 51% (13+ > 80%) (13+ > 65%) Internet Users 16.1 Million 96%
- 6. 2005 The new Pope
- 7. 2013 The new Pope
- 8. 2015 The selfie Pope
- 9. Time spent on mobile grows Time spent on mobile is by far the fastest growing media: second after TV. Mobile will start cannibalize time spent on other media (radio, TV, print, video). Mobile media consumption is high frequency, short bursts with device access > 150 times a day. 90 percent of people have their mobile device at arm’s length 100 percent of the time. Digital media consumption will become more multi screen, also for gambling and gaming.
- 10. Online takes over TV
- 11. Mobile takes over Desktop Mobile usage as a whole accounts for 60% of time spent. Desktop makes up the remaining 40%.
- 12. Live without a phone for one month? 84% would rather miss alcohol for one month. 75% would rather miss their tablet for one month. 46% would rather miss sex for one month. 46% would rather miss coffee for one month. Research on mobile usage in the Netherlands
- 13. How do people use their Mobile 35% check their Mobile last thing before they go to sleep. 25% check them as soon as they wake up. 32% uses their phone on the loo (37% male, 27% female). 25% check their mobile more than 100 times a day.
- 14. Apps vs Mobile Web Mobile users spend 85% of their time using apps Mobile user spend 15% of their time in a mobile browser Gaming/Gambling by far most popular: 22% of all available apps in Apple app store. Google play> 1.3 million apps Apple store > 1.2 million apps Apple > 85 Billion downloads Q1 2015: Google play 70% more downloads
- 15. Android vs Apple iOS Market shares Q1 2015 Europe’s five largest markets: NL market: Android 68.4% (-3.1%) Android 66% Apple iOS 20.3% (+1.8%) Apple iOS 25% Windows 9.9% (+1.8%) Other 9% US market shares Android 58.1% (+0.2%) Apple iOS 36.5% (-0.2%) Windows 4.3% (-0.1%)
- 16. Mobile everywhere So You can not ignore Mobile devices (Phones and tablets). Customers are willing to switch away from desktop and off line options. Juniper research believes that by 2018 near 200 million people will place bets, visit a mobile casino or buy lottery ticket on their device. Of the iGambling market about 39% will come from mobile in 2016.
- 17. Mobile Marketing Mobile apps Mobile Retention Mobile Payments Mobile Engagement Mobile CRM Mobile Loyalty Mobile Advertising Mobile acquisition Make sure Mobile Marketing is a part of the overall Marketing Strategy!
- 18. Visit the mGage demo @14:00 pm Enter business card here to WIN a test campaign worth 3.000, -‐ Euros!!! Powering 1-on-1 mobile interactions across marketing and customer care
- 19. THANK YOU Be sure to visit www.mgage.com for more information and to read our blog on mobile marketing insights.
- 20. Appendix
- 21. mGage can help you also
- 22. Top 16 mobile Gambling Companies 16 mobile gambling companies that are helping fuel market growth at a whopping CAGR of 43.08 percent from 2014-2019: • Betfair Bwin • Camelot Hong Kong Jockey club • Intralot Ladbrokes • Scientific Games Unibet • William Hill Amaya • Gala Coral Group Genting UK • Paddy Power Playtech • Rank Group Sportech Technavio research
- 23. Mobile Payments Of the many mobile payment options available (credit card, Paypal, etc), paying with your phone bill is the most convenient and secure. All you do is tap a few times; money is deducted from your phone credit or added to your monthly phone bill. There are two payment models that enable this simplicity — premium SMS and Direct Carrier Billing — as well as thorough regulation from various stakeholders. Juniper predicts in 2017 DCB in Europe: € 5.2 Billion
- 24. Direct Operator Billing DOB makes payment over the mobile a nearly frictionless experience. There’s no need to register personal details to complete a transaction and requirement to key in lengthy credit card details. Some providers are now able to identify a repeat user and reduce their purchase path to a single click. It improves conversion rates – completed purchases – which can be six to ten times higher than by offering other mobile payment options.