Is mobile now the only platform that matters?

Is mobile now the only platform that matters?

Friday, February 19, 2016 Totally Gaming
New Element Wave recruit William Morris offers his perspective

Mobile has become the only platform that really matters in gaming, according to William Morris, the new commercial manager at Element Wave.

The company announced this week that Morris would be joining from Racing Post, where he worked as a business development executive for five years before being promoted to head of retail B2B operations in 2013.

Element Wave, which specialises in mobile software technology for the iGaming industry, has grown considerably since winning the Start-Up LaunchPad competition at EiG in Berlin in 2013.

“Any operator without a purpose built app has already fallen behind the curve,” Morris told TotallyGaming.com. “Mobile has become the only platform that matters, as recent figures have demonstrated.

“This dominance is only going to grow as smartphone penetration increases in new and emerging markets. Operators will increasingly find that creating a high-quality mobile offering presents its own challenges, and that treating mobile as an offshoot of web won’t suffice.

“The key challenge for each operator is to offer an app that allows them to differentiate themselves from their competitors, while retaining the simplicity and ease of navigation that makes mobile so appealing in the first place. Simplicity and differentiation are uneasy bedfellows, so the obvious solution is to differentiate with marketing.”

Morris will help to drive Element Wave’s expansion in online gaming following the recent launch of Mobile Moments, the company’s mobile marketing automation platform that has been developed specifically to tackle mobile player churn for the iGaming industry.

Morris believes Mobile Moments is “an absolute game-changer for the industry”.

He added: “Offers and bonuses will ultimately blend into an individualised user experience, with operators able to target customers at a micro level. While push has become almost ubiquitous, we have only scratched the surface with in-app messaging.

“That's where a high quality marketing solution like Mobile Moments comes in. The more operators understand their customers, the more they can tailor the experience to their specific tastes, and Mobile Moments' Mobile Marketing Automation solution gives operators the power to achieve exactly that.”

Morris admitted that the first time he noticed Element Wave was at EiG two-and-a-half years ago.

He added: “Element Wave first captured my attention at EiG in 2013, simply due to the fact that I wasn't expecting the start-up launchpad winners to be from my home town! Their success since then doesn't surprise me at all.

“The team is full of passionate, technically gifted people who are delivering genuine innovation to the gaming industry. Specifically focusing on gaming has allowed them to become experts in the space and as a result, steal a march on competitors with a broader remit.”

Element Wave chief executive Dorothy Creaven said: “We had a hugely successful ICE with some real excitement about our new product and what it will do for the industry. We’re already working with some of the biggest names in the industry and I know William shares in our vision to expand and gain further market share.”

Element Wave’s client list includes bwin.party/GVC, Betsson, Colossus Bets and the Irish Greyhound Board.

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