LATAM: Time to hang up on anything but a mobile first strategy

LATAM: Time to hang up on anything but a mobile first strategy

Tuesday, April 12, 2016 Totally Gaming
Marcus Nylén will look at the lessons that can be learned from LeoVegas' rise at Juegos Miami

With its playability, seamless transitions, comprehensive offering and vibrant design, it is no surprise that LeoVegas is considered the ‘king of mobile casino’.

Now, the European market-leader is looking forward to reaching out to new territories with chief operating officer Marcus Nylén set to deliver one of the most keenly-anticipated presentations at Juegos Miami.

LeoVegas was launched to market in 2012, but for the key to its success in the past four years, one must travel back to 2010, when the start-up adopted the mobile-first strategy to which it has rigidly stuck ever since. While a focus on handheld devices seems like a no-brainer in 2016, that was far from the case six years ago when the first iPad was still to be released and Nielsen data from the previous 12 months showed smartphone penetration at just 17 per cent in the US and 12 per cent in the UK, Germany and Canada.

The penetration of mobile subscriptions in the world is now at 105 per cent – with Europe at 122 per cent and LATAM at 110 per cent – and Nylén believes that with those figures set to rise even further, operators must put handheld at the core of their strategy.

“Over the years we have successfully built the best mobile casino and from the very start we have taken a conscious decision of adopting a user-experience (UX) driven mindset into our approach,” Nylén told “To successfully deliver on our mobile first strategy we strive to channel innovation in everything that we do, from operations through games, product development and UX, features, and promotions.

“The look and feel and the intuitiveness of our product are important but being mobile first goes further. We therefore also put a lot of effort on presenting players with an optimised experience for the mobile device they’re using – this includes features, functionality, loading speeds, etc.

“Being mobile first has allowed us to be flexible and fast by exploiting the advantages that agile mobile development offers us. We strive for continuous improvements to meet, and exceed, our customers’ expectations.”

With companies such as LeoVegas concentrating their efforts on their mobile platform, Nylén believes that operators that continue to treat mobile as an add-on to their desktop offering will be left behind as smartphone usage continues to soar across the world thanks to regulatory and market changes.

“Today, people look at everything from a fun and playful perspective and unless you deliver to the best of their expectation, they’re going to look for alternatives,” Nylén said. “That’s why LeoVegas’ mantra of mobile-first works so well – we did not adapt our online casino to look decent on mobile. Instead we built a mobile-first gaming experience that players expect from their mobile casino of choice. 

“In terms of benefits, the exponential mobile penetration and shift in user patterns have meant that LeoVegas has been the fastest growing mobile casino in the last years. Due to our mobile-first platform we have managed to gain a competitive advantage over larger and more established operators.”

Nylén’s presentation at Juegos Miami, entitled ‘Going mobile – no longer an option’, aims to offer advice to start-ups as well as helping established operators to switch their focus to handheld devices. He believes there is great scope for growth in Latin America and the Caribbean, and hopes to use the event in Florida to build new relationships with attendees from across the region.

“I’m truly intrigued with the diversity that the LATAM countries have to offer in terms of gaming development," Nylén said. "I am looking forward in learning and discussing our industry with peers that I don’t usually have the opportunity to network with in similar conferences in Europe.

“In my speech, I will be looking at how going mobile is no longer an option but a must. Besides sharing LeoVegas’ mobile first strategy and our journey so far, I will be discussing how companies can build their very own mobile first strategy and move towards mobile as part of their omni-channel transition. 

“Finally, I am looking forward to actively participate in the series of networking and social events that Juegos Miami has to offer.”

- Juegos Miami takes place at The Biltmore, Coral Gables from May 31 to June 3. For more information, visit To apply for your invitation* visit to find out more, and follow @JuegosMiami on Twitter and visit the event’s Facebook page for further information and the latest updates. Attendance at Juegos Miami will be limited to senior decision makers (owner, director, C-Level exec) from operating companies (private and public including state lotteries), government and regulators from the Latin America and Caribbean region.


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