Michael Rasmussen - Mobilt - "simplicity is key"

Michael Rasmussen - Mobilt - "simplicity is key"

Friday, August 10, 2018 Posted by Michael Lawson
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Rasmussen left his role at Marathonbet to join Mobilt.

Totally Gaming caught up with Michael Rasmussen, Chief Marketing Officer of Mobilt, to find out more about this intriguing new startup.

Totally Gaming: Having launched earlier this year, it’s fair to say that Mobilt.io still falls into the category of ‘new to the market’. Can you begin by describing what the firm hopes to bring to the sports betting industry?

MR: What we would like to achieve at Mobilt, through our partnering brands, is to build products that closer connected to the customers, working with them rather than against them. With mobile at heart we understand that simplicity is key.

TG: You left your job as Marathonbet’s Head of Global Marketing & PR to take up this role. What convinced you to make the switch from a well-established big-name to a fledgling start-up?

MR: It was great to see things grow as nicely as they did at Marathonbet, and I really enjoyed playing a part of it. However there is also part of me that likes getting stuff off to a great start. The proposition at Mobilt is very intriguing.

TG: Mobilt’s first partner brand, KTO, is set to go live later this month. What will KTO bring to the market?

MR: Initially KTO will launch with what will seem a very familiar off-the-shelf product. However we are currently working on a completely new Front End with our in house design and development team, and soon we will reveal a more simplistic customer-focused approach to UI that will be a unique proposition on the market.

TG: Mobilt can boast over 50 years of industry experience amongst its senior management team. How will this experience help ensure you hit the ground running?

MR: The issues that we have all experienced working for larger operators is that decision-making and implementation time can take an awful long time. With this kind of experience we can hit the ground running, ensure that we have the correct and latest tech in place, which will in turn helps us to become agile and scalable without having to invest heavily in human resource.

TG: What goals have been set, both short-term and long-term, by Mobilt and for the first brand KTO?

MR: Short-term is quite simply to launch our brands to market with the initial version of the products, enabling learnings and feedback to take us forward.

Long-term our goal is to deliver on our  belief of mobile focussed, simplified products which deliver exceptional user experience and speed to our customers. We are also building a talent pool of some of the best people in the industry where innovation will flourish and be encouraged.

I would like to say that we have very reasonable ownership whom have based their investment on a realistic long-term strategy. For our flagship partnering brand KTO our ethos is simply that we are no internet-era opportunist, but classic bookmakers, looking to a demanding customer segment with a straightforward, fair and knowledgeable approach.

This gives us breathing space in order to initially launch and then incorporate our own UX into our products, as we will have the flexibility and agility to constantly improve what we have got to offer the market. The customers will also get to feel that they can play a part of it, and as such we will be asking them for further improvements along the way.

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