According to analytical data, betting has been prevailing in online gambling in recent years. Almost half of the revenue in this segment is generated by mobile betting. Its share will be growing, and mobile segment will take the lead in the next few years.
According to analysts from H2 Gambling Capital, the volume of the global gambling market decreased in the last two years, and online gambling is showing a steady growth. Thus, the total gambling revenue was €356.2 billion in 2014, €347.6 – in the past year, and it is expected to reach €354.9 this year. Revenue of the online segment increased by 7.4% and comprised €33.1 billion in 2015 as compared to 2014. It is expected that this year €5 billion will be added to that number.
In 2015, around 70% of online gambling market growth was provided by its mobile component, which share in the total revenue exceeded 30%, and according to the results of the departing year it can rise to 31.7%.
Among all online gambling activities, betting has been dominating in terms of revenues in recent years. Bookmaker’s customers more actively use smartphones and tablets to satisfy their lust for passion. Last year, 44.2% of online betting revenue was generated by mobile players. CEO of the First Gaming (Rub90), Leonid Obozny, believes that the mobile share will exceed 50% in 2017-2018.
Numbers of major European companies are even more impressive. Thus, the British bookmaker Ladbrokes reported over 70% of all stakes to be placed through mobile devices last year. BetFair’s representatives state that 80% of British players use mobile devices for betting. And the share of mobile revenues exceeded 51% for Unibet.
From what has been said, it follows that the increasing number of bettors finds placing bets through smartphones or tablets more convenient. So betting houses must be interested in adapting their resources to mobile gadgets.
The question now arises: what to choose – a mobile website version or an application? Naturally, it’s better to use both, but what if the investment opportunities are limited?
Applications provide a closer contact with users and have better technical capabilities, for example, for streaming events. However, browsers have its own advantages. This topic was covered in detail by Leonid Obozny in his report at Russian Gaming Week 2016. Here are some theses of his speech:
♦ 66% of commercial traffic accrues to browsers;
♦ Browsers are cross-platform, and insignificant adjustments allow websites to work well with any operational system;
♦ modern technologies provide a possibility for creating mobile websites that are as good as applications;
♦ applications must be downloaded, which is not convenient for all customers;
♦ Google Play prohibits applications for real money games;
♦ Apple restricts the work of applications to the countries where operator has a license.
In conclusion, we would like to note that according to data from Rub90, mobile bettors spend half again as much as those who use only desktop browsers.
Julia Nemtseva, a managing partner at AdConsul, a qualified lawyer, and a marketing expert, will speak at Betting Trends Forum. She...