Mobile Marketing Manager,
Gala Coral Group
Which of your app features do you think attracts the most interest from punters?
For our horse racing punters, they seem to really enjoy the live streaming functionality which allows them to watch all UK and Irish races once they have had a bet on the race. We have also recently included quick links to our daily enhanced specials which are proving extremely popular.
How successful are push notifications in encouraging punters to place bets?
We have seen some excellent results from our push notifications campaigns. We continue to offer exclusive mobile enhanced prices so push notification is the obvious marketing tool for this. Figures show a significant spike in turnover immediately after each push notification has been sent out. Due to the success of the World Cup (from the volume of downloads of the Coral app), push notification will become more and more important to our mobile marketing.
How will your native application diverge/converge from your mobile offering in the future?
With the new Premier League season almost upon us, we will be looking to increase our in-play market and offer our customers even more markets to back throughout every match. Live streaming has also been extremely popular with our racing and tennis fans. The feedback we got from our customers regarding the live streaming on our iPad specific app during Wimbledon confirmed to us that live streaming on a smartphone/tablet device is more popular than ever.
During which sporting event did you witness the most downloads?
The opening day of the FIFA World Cup brought through an incredible amount of downloads (our record number since the app went live). There were a number of reasons for this with the main reason coming from our new customer offer of 2/1 on Brazil to wear yellow against Croatia.
Every punter dreams about that huge win - can you give an example of an obscure bet placed where a Coral punter has won big?
A while back one lucky Coral punter placed an in-play bet for Man United to come back and beat Newcastle 4-3. He wagered £1000 at 125/1 and scooped a massive £125,000!
Do you think mobiles and tablets have influenced the growth of in-play betting?
Without a doubt! The ease of getting on a bet on your smartphone or tablet while sitting in a stadium, down the pub or watching the match/race at home has improved massively over the past 12 to 18 months. The growing number of markets also gives the customer even more options for their in-play bet and this will only increase for the new football season.
What is the most popular in-play bet?
No surprises to hear that the win-draw-win market in in-play football matches still comes out on top when it comes to driving the most turnover. Next goalscorer and final score is always popular especially for the televised games.
Do people wager more money on mobile or desktop?
Across the industry the switch from desktop to mobile over the past 18-24 months has been significant and Coral’s latest figures emphasise this point. Some 62% of active players on coral.co.uk placed bets via a mobile device, versus 42.4% a year earlier. The combination of a single online wallet, improved content and simplified customer journey on our mobile apps should see these figures continue to rise in the coming months.
What is next for the Coral mobile and iPad App?
One aspect we are continuing to improve on all our apps is speed. Over the last number of months we have made significant improvements in this field and will continue to do so. Our recently released iPad app is something we are really excited about as we believe it brings a new betting experience to all iPad users. The design and navigation has been designed specifically for the device and takes full advantage of the interactivity and high definition quality of the graphics of the tablet.
Second screen betting is a huge phenomenon now. But how do you think sports spectating and betting could be integrated into one device in the future?
Improved functionality to live streaming could well see the second screen betting turn into one device. The ability to not only see live odds change on a full screen but also place a bet within seconds could prove extremely popular. At the minute, live streaming provides an excellent feature for punters to watch their sport event but small changes to this could reduce the numbers of clicks/taps required on your smartphone to get your bet on as quickly as possible.
How popular do you think mobile betting is at live fixtures? Is this an area that will grow? What are the barriers to growth (Wi-Fi at sports stadia/Network coverage)
This is an area where we are continuing to monitor with a view of advertising in this space. Companies are now providing the functionality to send push notifications to sports fans within a certain stadium / racecourse making it the ideal opportunity to hit your target mobile customer. With Wi-Fi and network coverage providing some issues with the success of this offering, it will be fascinating to see how this method of marketing will progess in the coming months.
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Two of the most exciting developments in the betting industry during the last decade have been the advancement of in-play betting and the uptake of mobile apps. With mobile technology progressing at breath-taking pace, we were keen to speak with leading online bookmakers to find out more about the use of mobile betting apps and what the future holds for mobile betting.
Coral is one of the best known betting brands in the UK and is at the forefront of online betting with a comprehensive gambling portfolio and top class customer package which includes arguably the best sign up offer you can find. Coral’s mobile betting product features thousands of markets on every major and minor sport including football, horse racing, golf, tennis, basketball, baseball, darts, snooker and more - plus of course, live in-play betting.
The dedicated iOS apps which can be used on iPhone, iPad and iPod Touch, have all the main features of the Coral website providing customers with access to betting markets and account facilities anytime from almost anywhere. We hear and read from industry observers that advancements in mobile handsets, improvements in signal bandwidth and growth of wi-fi availability can only lead to increasing downloads of mobile betting apps as the service becomes ever more convenient.
Our friends at Coral have been good enough to give up their valuable time to answer our questions on the subject of mobile betting. We wanted to hear from the horse’s mouth, what it is that attracts punters to their app, how Coral use the app to improve customer experience, which events and bets are most popular and what lies around the corner for this important market segment.
So here’s the Q & A, we’d like to say thanks to Coral for their participation in the session and we hope the readers find it as eye-opening and informative as we have at Freebets.com.