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p34-36 spin3 27/10/08 09:24 Page 35
CUSTOMER RETENTION
platform. This represents a missed opportunity to
expand revenue opportunities and increase market
share. The trends are all positive, with over a billion
mobile phones sold worldwide last year. The time
spent using mobile phones has doubled in the last
five years and increasingly people are using their
phones for more than simply making calls. Faster,
more interactive phones that provide a more realistic
and fun experience are being released all the time.
The Apple iPhone, for example, has had a massive
impact on the market. It delivers games on a large
crisp screen with razor sharp graphics. It is
innovations like this, with great developments in
terms of quality of games and content, that is driving
the global uptake in mobile gambling.
Such is the excitement
surrounding the industry
that Juniper Research is
predicting that mobile
gambling worldwide will
be worth nearly £6.5 billion
by 2010.
Such is the excitement surrounding the industry
that Juniper Research is predicting that mobile
gambling worldwide will be worth nearly £6.5
billion by 2010. This is a significant figure,
especially when footfall for land-based casinos is in
decline. With the overall entertainment industry
going through rough times, now is the time for the reach of the brand and attract new customers, as
land-based casinos to start thinking outside of the well as retain existing ones.
box for innovative, low cost ways to increase visitor
numbers and ultimately revenue. Casino loyalty is fickle. Customers are happy to
move between land-based establishments, with
Many casinos are realising that they need to casinos needing to do more to capture their long-
diversify if they are to survive, and embrace the term patronage. In contrast, customers are hugely
potential of interactive platforms. A mobile offering is loyal in the mobile space. They don’t shop around as
a natural extension to their business, which when much as they do when playing in person. This high
used strategically, delivers the opportunity to extend degree of loyalty makes the mobile route an attractive
mobile casino…
age, geographical location and other vital information need to provide first-class customer support. If a player
of its customers, and allow a mobile casino operator to needs support in the middle of the night, the operator
tailor its marketing accordingly. Operators can target must have a partner who can meet this need. Anything
players with a personalised text message the exact less than 24/7/365 support is just not good enough.
moment they like to play. Whether it's a lunch break
or their train ride home, you can ‘speak’ to them at 4. Building brand awareness
the instant they are available to play. Placing your brand in the hands and pockets of
your customers is a unique opportunity. To get the
3. Provide your players with first-class support greatest value from your mobile casino, ensure that
A mobile casino is not a collection of standalone your brand identity, including your logo, corporate
games. You are providing a service. Just as players colours and brand values are communicated
would expect in your real-world casinos, operators throughout the games and service.
NOVEMBER 2008 35
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