Mobile is a huge area or revenue and growth in the online gambling sector, but it’s not an area without its challenges. In Stickyeyes’ Mobile Gaming App Report, we look at our top five findings.
Mobile applications are now a key factor in the success of an online gambling brand. Mobile gambling has grown from 29% in 2013, to 43% in 2014 – a clear indication that gaming brands need to invest in optimising their mobile assets and applications, as well as as strengthening their brand presence across mobile platforms. The Google Play store has a blanket ban on real money gaming applications. While the route to app discovery is relatively simple for iOS users, the process is much more complicated for the Andoid platform. This process requires brands to optimise their mobile search campaigns, and their their mobile landing pages, to drive both app downloads, and engagement. But, the rewards are definitley worth the effort, with Android users representing a significant and largely under-served proportion of the market. But, the rewards are definitley worth the effort, with Android users representing a significant and largely under-served proportion of the market. We see early adopters, such as William Hill and Paddy Power, taking significant market share against their peers. Many brands focus on download stats, but this tells just a fraction of the overall picture. Up to 22% of initial mobile apps are abandoned after download. So we don’t want your reports to show a significant number of non-revenue driving players. Download stats do have their value, with many app store algorithms using them as a high quality signal, but instead, the real focus should be on engagement, retention and ultimately, revenue. but instead, the real focus should be on engagement, retention and ultimately, revenue. Mobile search is a very different market to the desktop market, with a significantly smaller long-tail opportunity. Because of the difficulties with text entry on small screen devices, mobile search is dominated by a small cluster of keywords and Google suggestions. This creates an extremely competitive keyword market. Mobile-specific keywords, such as “mobile casino” have relatively small search volumes, and can be less competitive, but there is a high propensity for these keywords to convert into real money players. App stores, like search engines, look to reward the most relevant and engaging sites, so get the basics right, in terms of your SEO principles. Title content, product descriptions, and unique, engaging copy are key. Unique to app stores, you need a high volume of good quality user reviews. By regularly updating and upgrading your app based on these reviews, you’ll enhance the user experience and this is the number one factor in your brand dominating the app store. I’m Paul Hill and you can download a copy of our Mobile App gaming report from our website, for free, now.