ICE Blog – Geoffrey Dixon – UK Mobile Trends

dixonReporting from the ICE 2014 Mobile Gaming session floor, Geoffrey Dixon founder of research and insight consultancy Vivid Interface delivers a key study in mobile gaming habits and trends in the UK igaming market. The study conducted by Vivid Interface on behalf of Clarion Events aims to give tacit research into mobile gamblers and their customs. The study uses a user segment pool of 2000 dedicated mobile gamers on sports betting, casino and poker (no mobile bingo player data – due to the lack of real money products )


SBC Session Notes

  • Dixon explains how the segment of  the mobile gaming player pool was selected for the research undertaken. The speaker states that it is hard to define an ‘Average Mobile Gambler’ since mobile gaming encompasses multiple segments of society ( sex, age, different cultures). Dixon points at how varied the pool of users is, however he points that marketing and messaging in mobile gaming has been geared towards on specific target group. This should be revised by operators.
  • Dixon breaks down player gaming trends on mobile devices. As expected sports betting tops user product uptake with 74% of the segment undertaking sports betting and in-play betting on mobile.  Dixon acknowledges that there is much crossover between players using multiple gaming products on mobile. 64% of the pool wager on sports betting and casino games on mobile.
  • Brand awareness of the pool is dominated by what Dixon refers to as the ‘Legacy Brands’, those brands that have a historical bricks and mortar presences in the UK market.
  • When analyzing user drivers for engagement in mobile betting products and brands, the study reveals that mobile gambling has different engagement factors for different ages segments within the pool. Dixon notes that the younger gamblers are more likely to uptake free money offers. Older gamblers within the +65 age range are influenced by trust factors and product usability – ie…’whether they like the look and feel of your mobile product’!



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