Simplicity and speed rules for mobile focused operators

Simplicity and speed rules for mobile focused operators

Monday, November 13, 2017 Posted by Luke Massey
Andreas Bardun has launched a mobile sports betting innovation hub

Andreas Bardun, the former Head of Sports for LeoVegas, has stressed the importance of “speed and simplicity” for mobile products after launching a mobile sports betting innovation hub.

Launched in partnership with Richard Smith, former Head of Mobile at Betsson Group and bet365, this new Malta-based hub has been curated to address the need for mobile gaming innovation.

Bardun said: “I have found that operators are putting an amazing amount of focus on retention and engagement of players, without really paying much attention to the specific needs of the mobile player, the challenges in design of the product and more importantly the opportunities to lead the way in mobile to make players’ lives easier.”

Meanwhile, he has also promoted the need to look at companies outside of sports betting and gaming for inspiration, to avoid becoming “too inward looking” as an industry.

“If you look at companies which people interact with daily via mobile such as Uber, WhatsApp or Instagram, then they have designed the experience all around mobile,” Bardun continued. “Our belief is that Sports is a mobile product and should be treated as such.

“The customer wants you to communicate to them via their phones and they want a product that fulfils their desire for simple and faster bet placement, but too often companies miss out on these simple things because priorities are on scalable tech solutions, integrations or legacy technologies that are looking towards what the company wants rather than what the mobile customer wants.”

To emphasise his point about being inward-looking, Bardun highlighted the obsession with sportsbooks judging themselves against the number of sports, matches and side markets offered.

“Sportsbooks still benchmark themselves on how many side markets and how many matches are being offered,” he said. “This drives me crazy, because how does an extra 200 markets with zero, or at least very little turnover, solve any mobile players goals? Simplicity and speed rules - mobile companies needs to focus on that!”

Totally Gaming says: Andreas Bardun is putting his energy into this tech hub, after spending over a year with mobile focused operator LeoVegas, for whom he negotiated shirt sponsorship deals with Championship sides Norwich and Brentford. It will be interesting to follow the progress of both the hub, and the LeoVegas sportsbook under the stewardship of Bardun’s replacement, Riku Jokela.


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