EiG: How continuity is crucial to punters

EiG: How continuity is crucial to punters

Tuesday, October 20, 2015 Totally Gaming
In-play betting is helping to drive engagement

Providing punters with a continuity of service through in-play betting will help mobile gambling to grow exponentially in the coming years, according to a panel of leading decision-makers at EiG 2015.

With the session focusing on the topic of ‘In-play betting: Prepare for the future’, the panellists agreed that an authentic experience can help to drive engagement.

“We will see mobile grow exponentially, but there will always be a demand for desktop,” TGP Europe Director Steve Templeman said.

SB Tech CEO Itai Zak said that mobile is responsible for more than half of the revenue growth in his business, but KMI Gaming CEO Keith McDonnell added that the death of desktop has been greatly exaggerated.

“I remember 10 years ago being at another conference and the general consensus was that retail was dying out,” he said.

“However, retail is not just surviving, but it is thriving now in a different format. The more channels in which you can transact, the better, but mobile is growing steadily.

“Eighteen months ago, 5% was streamed from mobile, but now it’s 20%.”

Zak added that streaming is “very expensive” due to the cost of acquiring digital rights.

“More retail operators are finding it difficult to expand online. You need to offer the player a very similar experience. That’s why we are seeing the growing popularity of the in-play betting.”

Templeman outlined the importance of streaming to engage with sports fans by saying: “We have seen an uplift in mobile streaming.

“Virtual greyhound racing generates more money for us now than real greyhounds. That’s due to its accessibility.”

For all of the latest updates from EiG 2015, click here to check out our live blog.

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