Mobile gaming to revolutionise the industry, report finds

Mobile gaming to revolutionise the industry, report finds

Monday, February 26, 2018 Posted by Michael Lawson
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30% of the British population claim to use their smartphone to gamble

A new report released by UK-based mobile communications firm Textlocal has revealed that mobile gambling is set to revolutionise the industry as operators increasingly embrace the SMS platform to help drive activity and integration.

The report also highlights how an estimated 4 million people already use their smartphone to gamble and that that figure is growing by more than 10% year on year.

The scale of the opportunity is highlighted by Ofcom figures that estimate there are now more than 80 million mobile phones in circulation in the UK for the first time.  The report highlights how 90% of text messages are read within 3 minutes of receiving them and how on average consumers look at their smartphones 150 times a day, with the majority keeping them to hand for more than 16 hours a day.   

Already more than 30% of people claim to use their smartphone to gamble, however the popularity of the SMS platform is growing rapidly as it’s proven to help companies engage with customers, deliver real time updates as well as offer the latest odds and availability. The platform, developed by Textlocal, is also fully integrated with Optimove and Playtech, two of the industry’s leading CRM providers and can play a pivotal role in two factor authentication.

The growth in smartphone usage and technological advancements have radically transformed the way British consumers behave and how businesses engage with them. Online gambling accounts for just one third (32%) of total gamblers (excluding national lottery players) and the industry has already encouraged 40% of online gamblers onto mobile, suggesting that there is massive scope for smartphone growth.

As a further benefit, SMS is proven to enable ongoing customer engagement through the pushing of promotions and updating of accounts in real time. The research suggests that in 2018, nearly 3.5 million gambling adults in the UK will opt to receive at least one message per month from their gambling providers, an important opportunity for gambling and gaming companies looking to develop relationships and retain customers.

Jason Palgrave-Jones, Managing Director of Textlocal, told “Our research has shown that smartphone technology has, and will continue to, change the landscape of the British gaming and gambling industry.  

"From the ease at which users can place a bet to the instant satisfaction of anytime plays, means that users will increasingly turn to their mobile devices to place bets. Which is why SMS integrations are so important for companies, allowing them to communicate with their users directly on their preferred playing device.”

Totally Gaming says: This report has presented some interesting - if not inevitable - findings, and suggests mobile gaming represents the future of the industry in many respects. Any betting companies not already investing large amounts of time and money into this sector really ought to start doing so sooner rather than later.


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