As consumer trends change, it is imperative for iGaming operators to adapt in order to best engage their customers.
Over the past couple of decades the way consumers access the internet has changed drastically. Originally, consumers could only access the internet through desktop computers, over the past decade with the emergence of smartphones, consumers are now able to access the internet from almost anywhere. Due to the proliferation of smartphones, entire regions of the world who previously did not have easy access to the internet now do.
Due to these changes, operators can no longer merely use technology that is desktop oriented but “optimized” for mobile devices, but rather need to build their products from a mobile-first standpoint.
Some operators may think that it is excessive to prioritize a mobile experience, here is why they are wrong.
In 2020 over 68% of the world’s web traffic came from mobile devices.
Since the majority of web traffic comes from mobile devices, particularly in emerging markets, iGaming operators need their technology to be built to accommodate that traffic.
Every iGaming operator knows that user experience is crucial, and that a customer’s first impression determines whether they will stay or go to a competitor. If a customer attempts to create an account and wager on their smartphone with an operator who has a subpar mobile experience relative to any of the plethora of competitors, they will simply take their business elsewhere. As such operators who treat the mobile betting user experience as a secondary concern over desktop wagering risk alienating a substantial portion of their customer base.
If mobile betting is so important, should my company just make a mobile app?
Mobile apps might seem like an easier solution than revamping an entire platform and/or migrating to a new iGaming technology provider, however mobile apps have several critical flaws for most iGaming operators.
For starters, mobile apps create additional risks in that you are reliant on additional 3rd parties (the app store providers). Historically, Apple and Google have not been keen on allowing real-money gaming apps in their stores. While they are starting to loosen the rules in certain markets (such as the US), their rules are arbitrary and can be changed at any time – creating a possibility that an operator’s app could be pulled with minimal warning. Further, app stores are not available in every country, and their rules for what apps are available differ on a per-country basis, further complicating matters for multi-national operators.
Additionally, mobile apps are not a user friendly experience. Instead of simply going to an operator’s website, a customer now needs to go download an app. If a potential bettor is looking at different iGaming platforms, do you think they are going to try the one that requires them to download an app, or one that allows them to simply go to their website?
This is not to say that there is harm in offering players a ramp onto your platform via an app, just that it is not a comprehensive mobile solution on its own. In order to ensure that all bettors have an optimal experience, the gaming platform needs to be built from the ground up for mobile users.
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