Mobile Betting Post Conference Masterclass as part of the Gaming Racing & Wagering Australia (13 Aug 2014), Sydney Australia. http://www.gamingdownunder.com/

2. • Native Apps vs Wrapped HTML apps vs responsive web design
• Patterns of use for tablet vs phone users in mobile
• Beyond IOS and Android, - i.e. is windows the next have to have app?
• More advanced techniques being used in the UK – specifically, the geo
location customer acquisition strategies
• Multi Channel Mobile Experiences

3. • Born and bred Aussie
• ‘Techy’ since my teens
• Early career in corporate IT (GE, IBM)
• Founded Australia’s largest IT RTO in 2000
• Been doing ‘mobile stuff’ since about 2004
• Founded/key roles in number of start-ups
(social/media/sports/mobile/tech)
• Gaming industry since 2006
• Gambling industry since 2008
• Lived/worked in the US, UK, Europe and Australia
• Been at intersect of mobile and gambling for 7+ years
• Currently representing a number of UK/EU based
mobile, gambling, payments and marketing businesses
expanding to Australia

4. no·mo·pho·bi·a
(noun) : a pathological fear or dread
of not having one's mobile phone
Is everyone here ok?

5. 09:30 Mobile Affiliate Programs
10:00 Mobile Advertising, Marketing and Promotion
10:30 Morning Tea
11:30 Mobile App Development
12:00 Building the Optimum Mobile Offering

16. • Mobile wagering now represents $3bn of turnover,
27% of total digital wagering turnover in Australia
• This represents an increase of 163% over the past
12 months
• Tabcorp are the market leader in mobile wagering
with 33% market share
• Early evidence suggests mobile yields are likely to
be higher than existing digital yields, partly due to
the greater mix of “recreational” punters using
mobile
• Growth in mobile wagering is coming at the expense
of fixed PC based online betting
Source: Macquarie Research September 2013

18. State-Owned / Totalizers
UK/EU based operators
Paddy Power
Ladbrokes
Bet365
Unibet
Betfred
William Hill
Australian based operators
Independents
BetEasy

21. https://www.youtube.com/watch?v=9EptdCAarCU

22. 3192
gambling sites
across all
verticals

23. Where are
the mobile
affiliates?

24. State-Owned / Totalizers
UK/EU based operators
Paddy Power
Ladbrokes
Bet365
Unibet
Betfred
William Hill
Australian based operators
Independents
BetEasy

25. • How many here use ‘off the shelf affiliate” networks?
• EG: Income Access, EGASS, etc?
• What type of mobile activation functions exist in these?
• Do they include ability to integrate a mobile activation into other touchpoints
such as TV, radio, print, outdoor?
• Do they allow seamless download and tracking of Apps?

26. Mobile advertising grew by
304.9 per cent from $86.2m
in the previous comparable
period to $349.2m in 2013
and contributed 40.8 per
cent of all online revenue
growth.

29. Social Media/Affiliates
Pub/Betting Shop
Television
Racetrack Branding Rights
OOH – Train Station

30. • Winning Post http://www.winningpost.com.au
• The Sports Man http://www.thesportsman.com.au
• Practical Punting Monthly http://www.practicalpunting.com.au
• Best Bets http://www.bestbets.com/
• Herald Sun – Form Guide http://heraldsunformguide.realviewtechnologies.com
• The Age / SMH – Form Guide http://smhformguide.realviewtechnologies.com
Main racing publications in Australia…
APPENDICES AND REFERENCE

34. OOH – Public Transport
OOH – RacecourseOOH – Mobile Betting Van Print
OOH – ScoreboardMobile Paid Search/PPC

35. Call to action is a
URL and “1800”
number.
Call the 1800
number and the
operator doesn’t
know how to
instruct me to
install the App
Expensive, high
visibility site
without clear
mobile CTA
Call to action is a URL
and “13” number.
Punters are walking
around with their
mobiles in their
pocket. Why cant I
top-up my account at
these terminals?
No URL, but call 1300?!
No mobile offer, whilst 50,000
potential customers are sitting in the
stand with their mobile phones!
URL takes customer
to m-site. Where is
mobile offer on
these high frequency
TVC’s to activate
second screeners?
Why cant I top-up
my Wagering App
using this EGM?
No offer to
capture mobile
punter
Staff member not
trained to help the
‘mobile punter’

37. Mobile Marketing
Sample Tactics/Executions
TV, Outdoor, Print
ShortCode, QR Codes, Apps
May 2011
Darren Pollard/Mobile Team

50. • This is the text message response from a
text-to-screen call to action
• From the Gadget Show on Channel 5
(UK)
• Note Opt-Out and STOP instructions at
end of message
• This message is truncated (two
messages together)

57. • Do you think these types of mobile engagement would work for you?
• Why?
• Why not?

58. • Mobile numbers are unique
• Must be verified (two way handshake)
• SMS is personal – should not be exploited
• Opted in and engaged mobile player is the most valuable player

59. MOBILE IS SENSOR-RICH
1. PERSONAL MASS MEDIA
2. ALWAYS CARRIED
3. ALWAYS ON
4. BUILT-IN BILLING SYSTEM
5. PRESENT AT THE POINT OF CREATIVE IMPULSE
6. ACCURATE AUDIENCE IDENTIFICATION
7. CAPTURES SOCIAL CONTEXT
8. ENABLES AUGMENTED REALITY

60. sleephomehome work work purchasing
On your
way
Radio
Billboards
Tabloids
Radio
Billboards
Free newspapers
A day in life On your way
TV
Newspaper
Radio
Radio
Internet
Exhibitions
Social Networks
work
On your
way
Radio
Internet
Exhibitions
Social Networks
Radio
Billboards
Free newspapers
Internet
Books
Tabloids
Popular press
TV, Movies
am pm
Radio
Billboards
Tabloids
purchasing
Engage your customer throughout
his or her day, contextually, via their
likely device of choice for that time.

61. CRM emails
and pop-ups
On the TV in the pub
Sky, Foxtel, etc
In a punters
magazine
or form
guide
Within their
social networks
On the way or at
the racetrack
Online on
Affiliates,
forums,
websites
Let’s engage them
through mobile on
every medium we
promote our brand
by putting mobile
at the centre of the
customer journey.

66. PaySafeCard – cash to digital conversion
Vouchers are available at over 23,000 retailers –
ideal engagement tool to convert cash punters to
your mobile offering using vouchers.

68. Campaign Management
• Dynamic URL
• Rich media experiences
• Targeted experiences
• Gamification
• GPS detection facility
• Payments
• Coupons
• Loyalty
• Cross browser and OS Support
Mobile Offerings
• Campaign management
• NFC supply, management, and tracking
• QR code generation, management, and
tracking
• SMS management and tracking
• Link generation, management, and
tracking
• Touchpoint management, grouping, and
tracking
• Booking / calendar system
• Fallback campaign

73. • Mobile Web Search – Paid, Affiliates, Organic, etc
• Application Store – IOS (regulated), Android (forbidden)
• Your own site – landing pages, main entry, etc
• Social – through Twitter, FB, etc
• Offline – ATL: TV, radio, print, etc
HOW DO YOU MANAGE ALL OF THESE USER JOURNEYS?
Discovery  Download  Sign Up/KYC  Account Funding  Play

75. • 32RED mobile casino has
been capturing mobile
numbers for years
• User enters numbers,
chooses game
• SMS sent with link to
download

76. ITS ALL ABOUT…
THE USER JOURNEY!

80. • Betting App – participants needed for IOS and Android
• Google search, installation, sign up, funding… lets try it out.
LETS NOW TRY WITH:
• Sportingbet
• Ladbrokes
• TattsBet

81. • Do you capture mobile numbers in the correct format on sign up?
• Do you have a clean mobile number database?
• Have these mobile numbers been double opted-in to adhere to Australian laws?
• Is your CRM system connected to an SMS gateway for real time alerts, offers, in-app/push
messages?
• Is your wagering app location aware and does it talk to your CRM so that you know WHERE,
WHEN and WHAT your punters are doing?
• Have you tried to incorporate a mobile CTA into your creative/message?
• What happens when someone calls your 1800 number on their mobile to place a bet (are
the operators trained to advise customer)?
• What is the customer journey when they follow an offer from an (desktop) affiliate? (Does it
break when they are on a mobile?)
• Have you thought about ‘mobile ambassadors’ to contextually promote your brand where
punters are most likely to be (ie: on the way to the races)?
• Have you tried to promote your brand using contextual payment methods?
• Does your wagering app include cash/voucher redemption in the cashier to ensure there is a
cash to top up customer path?

82. • Most operators are starting to “get it right” (and its showing in numbers)
• Some still treat mobile as a vertical than just another touchpoint
• Some fail to realise that mobile should be at the centre of any campaigns
• Mobile payments still largely untapped (especially for acquisition)
• Mobile databases (MSISDN capture) still lacking

83. “The Mobile Playbook” by Google
www.themobileplaybook.com
“Classic Guides” by Mobile Marketer
www.mobilemarketer.com/cms/opinion/classic-guides.html
“Mobile App Marketing eBooks” by Fiksu
www.fiksu.com/resources/ebooks

84. • MOBILE AFFILIATES: How many operators here are
enabling their affiliates with useful mobile marketing tools
(and not just mobile sized banners)?
• MOBILE PAYMENTS: How many operators are going to use
contextually aware mobile payment mechanisms as
re/activation marketing tools?
• VOTE: Who believes Native Apps provide more value to
the customer over an (optimised) M-Site?

86. +61 (450) 399 790
darren.pollard@skrill.com
@mayfairmobile
linkedin.com/in/darrenjpollard
darren_pollard