Mobile gaming has been a key topic at conferences for the past three or four years.
We gambling sectors enthusiast have long spoken about mobile. We sagely nodded our heads and waited for something to happen. Technology was probably the last barrier to come down and now means a mobile experience can be equal to the expectations we have for user experience.
Most people have at least one mobile, in many cases some sort of smart device; a daily companion to the many challenges we face, a confidant that logs our high and lows. Playing free games is one of the most performed activities of most mobile users and casino games and poker should by right be next.
Most game providers have committed to the cause and are slowly rolling out their big titles on mobile platforms. With quality content, mobile operators can challenge for a decent slice of the market, like their sports betting counterparts. Here are three vital aspects to look at before launching a mobile gaming operation:
1) Acquisition: Mobile SEO and PPC campaigns are a market in constant evolution and they are costly, hence it's paramount to get it right, but there could also be a greater focus on social media and app stores in making your brand discoverable.
2) Payment methods: Premium SMS is a good hook but the costs are very high and players are wary of entering credit card details on a phone. Most payment processors now offer a mobile solution and the one that currently are not doing so are gearing up. The costs and advantages need to be considered carefully here.
3) Retention: Since most gaming platforms are HTML5 (not native Apps), retention could and should be done on different fronts. Properly done SMS is unique in its immediacy but the dreaded and old newsletter or personalised email, with mobile users could get a new lease of life providing that they start behaving like SMS. Properly optimised, with a quick call to action, it can capture this time rushed audience.
The costs of many of the components of mobile gambling operations are higher than a normal web based operator and starting with the right strategy is essential not only to minimise them but to capture the market. So I say be the best and not the first. Take your time to get it right.
