Mobile gaming boosts customer spend, research shows
Impulse gambling and betting at work are by-products of mobile gaming according to new survey.
The advent of mobile gaming has seen customers spend more money, more often, according to new research.
Nearly half of all gamblers surveyed by experience design agency Foolproof said they have placed more impulse bets since beginning to bet on their mobiles, while 32% said they use their mobile to place bets at work. Fourteen per cent said they had not previously placed a bet but that the developments in mobile betting had persuauded them otherwise.
However, the study also found that egaming companies should be more aware that poor products or gaming experience is a major turn off for customers. Across all sectors, nearly 47% of mobile users said they had already stopped betting with a certain brand as a direct result of the mobile service or app being below par.
When asked to choose words to describe a company’s poor mobile service or application, 38% of respondents chose ‘unprofessional’, while 35% chose ‘out of touch with customers’.
Caroline Ahmed, head of practice and insight at Foolproof, said: “Online bookmakers have a clear opportunity to leverage mobile to increase customer betting activity and spend levels. But, we now know that customer engagement with a mobile platform is fragile.
“They should be mindful that they may only have one chance to get it right with mobile users, before they default to better-performing competitors.”