Presentation GaminginHolland June 22, 2015 in Amsterdam

1. Prepared
for
MOBILE GAMING
GIH
Rogier van den Heuvel – VP Benelux mGage
2014 was the ‘Year of Mobile’- finally.
What has happened since?

2. Introduction
Rogier van den Heuvel – VP Benelux & Nordics
mGage
mGage brings 15+ years of global mobile marketing and mCRM experience to
the industry across the U.S., Europe and Asia. mGage empowers customer
interactions at all stages of the lifecycle, from acquisition through retention.
mGage = Mobile Marketing and CRM, Mobile Payments, Mobile Messaging.
mGage products and solutions are used by Fortune 1000 companies across the
globe and mGage has global Omni channel connectivity.

3. Mobile!
“Mobile is the most disruptive
technology ever. No other technology
has impacted us like the mobile phone”
…….And the fastest growing
from 0 to 7.2 Billion in less than three
decades.

4. Global Mobile Penetration
Worldwide Penetration
End of 2014
7.2 Billion Mobile Subs Unique Mobile Subs Smartphone
7.2 Billion 3.6 Billion 2.1 Billion
100% 50% 29%
Last year
Internet Users - 750.000 new mobile users per day,
2.9 Billion that’s 9 new users every second
40% - 25.000 new users during this session!

5. Dutch Mobile Penetration
Penetration in Netherlands
End of 2014
16.8 Million Mobile Subs Smartphone Tablet
20.4 Million > 10.6 Million 8.6 Million
121% 63% 51%
(13+ > 80%) (13+ > 65%)
Internet Users
16.1 Million
96%

6. 2005 The new Pope

7. 2013 The new Pope

8. 2015 The selfie Pope

9. Time spent on mobile grows
Time spent on mobile is by far the fastest growing media: second
after TV.
Mobile will start cannibalize time spent on other media (radio, TV,
print, video).
Mobile media consumption is high frequency, short bursts with device
access > 150 times a day.
90 percent of people have their mobile device at arm’s length 100
percent of the time.
Digital media consumption will become more multi screen, also for
gambling and gaming.

10. Online takes over TV

11. Mobile takes over Desktop
Mobile usage as a whole accounts for 60% of time
spent. Desktop makes up the remaining 40%.

12. Live without a phone for one month?
84% would rather miss alcohol for one month.
75% would rather miss their tablet for one month.
46% would rather miss sex for one month.
46% would rather miss coffee for one month.
Research on mobile usage in the Netherlands

13. How do people use their Mobile
35% check their Mobile last
thing before they go to
sleep.
25% check them as soon as
they wake up.
32% uses their phone on
the loo (37% male, 27%
female).
25% check their mobile
more than 100 times a day.

14. Apps vs Mobile Web
Mobile users spend 85% of their time using apps
Mobile user spend 15% of their time in a mobile browser
Gaming/Gambling by far most popular: 22% of all available
apps in Apple app store.
Google play> 1.3 million apps
Apple store > 1.2 million apps
Apple > 85 Billion downloads
Q1 2015: Google play 70% more downloads

15. Android vs Apple iOS
Market shares Q1 2015
Europe’s five largest markets: NL market:
Android 68.4% (-3.1%) Android 66%
Apple iOS 20.3% (+1.8%) Apple iOS 25%
Windows 9.9% (+1.8%) Other 9%
US market shares
Android 58.1% (+0.2%)
Apple iOS 36.5% (-0.2%)
Windows 4.3% (-0.1%)

16. Mobile everywhere
So You can not ignore Mobile devices (Phones and tablets).
Customers are willing to switch away from desktop and off
line options.
Juniper research believes that by 2018 near 200 million
people will place bets, visit a mobile casino or buy lottery
ticket on their device.
Of the iGambling market about 39% will come from mobile in
2016.

17. Mobile Marketing
Mobile apps
Mobile Retention
Mobile Payments
Mobile Engagement
Mobile CRM
Mobile Loyalty
Mobile Advertising
Mobile acquisition
Make sure Mobile Marketing is a part of the overall Marketing
Strategy!

18. Visit the mGage demo @14:00 pm
Enter
business
card
here
to
WIN
a
test
campaign
worth
3.000,
-­‐
Euros!!!
Powering 1-on-1 mobile interactions across marketing
and customer care

19. THANK YOU
Be sure to visit www.mgage.com for more information
and to read our blog on mobile marketing insights.

20. Appendix

21. mGage can help you also

22. Top 16 mobile Gambling Companies
16 mobile gambling companies that are helping fuel market
growth at a whopping CAGR of 43.08 percent from 2014-2019:
• Betfair Bwin
• Camelot Hong Kong Jockey club
• Intralot Ladbrokes
• Scientific Games Unibet
• William Hill Amaya
• Gala Coral Group Genting UK
• Paddy Power Playtech
• Rank Group Sportech
Technavio
research

23. Mobile Payments
Of the many mobile payment options available (credit card,
Paypal, etc), paying with your phone bill is the most convenient
and secure.
All you do is tap a few times; money is deducted from your phone
credit or added to your monthly phone bill.
There are two payment models that enable this simplicity —
premium SMS and Direct Carrier Billing — as well as thorough
regulation from various stakeholders.
Juniper predicts in 2017 DCB in Europe: € 5.2 Billion

24. Direct Operator Billing
DOB makes payment over the mobile a nearly frictionless
experience.
There’s no need to register personal details to complete a
transaction and requirement to key in lengthy credit card details.
Some providers are now able to identify a repeat user and reduce
their purchase path to a single click.
It improves conversion rates – completed purchases – which can be
six to ten times higher than by offering other mobile payment
options.