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Mobile Gambling
Mikko Mattinen
Head of Online & Mobile
2
Veikkaus
A Finn to win
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Over visitors on veikkaus.fi every week, which
equals of the adult population
800,000
Turnover over EUR
of turnover through the digital channels
worlds first Internet gaming company
25%1996
9 million
A FINN TO WIN
a week
36%
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Competitive strategy
1. DiscoveryNew Perspectives
2. RelationshipNew Opportunities
3. Retention
On-line category management
Time-to-choose
Re-purchase
New Choices
Drive traffic to
Veikkaus.fi
Market creation of
products
Segments
Build relationship
with the buyer
Update of segment
status
Dynamic content
delivery
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Benchmarking of mobile services
Bwin
Danske Spil
Ladbrokes
Norsk Tipping
Unibet
Svenska Spel
7
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Mobile Services
Java SMS WAP Other
Bwin No No Yes
Danske Spil No Yes Yes
Ladbrokes Yes No Yes
Norsk Tipping No No Yes
Svenska Spel Yes No No Only Java App
Unibet ? No Yes
Veikkaus No Yes Yes
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Bwin(http://wap.bwin.com)
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Danske Spil(http://mobil.danskespil.dk)
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Ladbrokes(Java orhttps://mobile.ladbrokes.mobi)
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Svenska Spel(Java-client from http://wap.svenskaspel.se/)
12
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Unibet (https://mobile.unibet.com)
Reality check
14
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… mobile gambling makes
still less than 1% of
revenues of even the
most advanced EL & WLA
members
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Why?
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Legal
barriersCommunication
Consumer
Behaviour
<1%
Technology
Limitations
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Legal
barriersCommunication
Consumer
Behaviour
REALTHE
Legal
barriers
<1%
Technology
Limitations
VALUE OFADDED
MOBILE GAMBLING?
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THE MOBILE HIERARCHY
PERSONALIZATION
PLACETIME
ACCES/ALWAYS ONENGAGEMENT
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Legal
barriersCommunication
Consumer
Behaviour
<1%
Technology
Limitations
LEGAL LIMITATIONS
”GAMBLING
BY COMPUTER”-
BANS
IDENTIFICATION/AGEPAYMENT
AND
CREDIT
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Legal
barriersCommunication
Consumer
Behaviour
<1%
Technology
Limitations
PRIORITISATIONPARTNERSHIPS
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THE MOBILE LOTTERY
1 2 3 4
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Legal
barriersCommunication
Consumer
Behaviour
<1%
Technology
Limitations
LACK OF STANDARDSCOMPLICATED INTERFACEMOBILE PENETRATION
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World Premiere: Live betting at the Eurovision song contest
125€625€
Mobile Revolution
When will it start?
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Mobile Revolution
• Great WAP hype in Finland 2000-2001
• WAP is the next Internet!
• Great expectations among operators and manufactures
• Veikkaus WAP service started in 2001
• Almost all the games,
selective game features
• Sales €26000 per
week in 2006
• Estimated 1,4 M€ in 2006
WAP sales 2002-2005
0
200 000
400 000
600 000
800 000
1 000 000
1 200 000
1 400 000
1 600 000
2 001 2 002 2 003 2 004 2 005 2 006
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Mobile Revolution
• WAP turned out to be a flop
• Less than 1 % of Internet sales
• Veikkaus UI was text based, graphic phones were rare at
those times
• WAP wasn’t user friendly enough
Playing Lotto in Veikkaus WAP service
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Mobile Revolution
• We haven’t given up!
• The Times They Are A-Changin' :
• Phones are better and more user friendly
• Bandwidths are much faster
• Over 50% of all mobile phones in Finland has browser
• It wasn’t WAP nor SMS - Maybe It’s Mobile Internet!
• Roadmap for mobile gaming
• 1st step: new xhtml user interface
• All games and features
• Improved services for
sport betters
• Customized for wide
range of different mobile devices
as well as for digital television
Future xhtml UI for Fixed Odds Betting
Apps & Widgets
Where will it end?
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Apps and Widgets
30
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Why?
• Piloting new services
• Test a new channel
• Add 10 000 users into the mobile system
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And we strated
• Winter Olympics 2010
• Promotions in mobile
channels
• Increased marketing
32
Shall we continue?
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Absolutely
• Within 8 months we got over 20 000 users
• Avarage cost per user was low
• Apps & widgets really rock!
34
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Kiitos!
35
