No consistency in mobile KPIs

For more than three years now the online gambling industry has declared the mobile channel its key growth driver. Although the mobile business is becoming more and more important, operators do not have consistent reporting standards (KPIs) regarding their mobile revenues, at least not yet.

In its latest Online Gambling Quarterly report (Q1 2014) MECN‘s researchers also found that not all KPIs are reported consistently by all operators for every quarter or half years. In regard to comparable benchmarks “only” two KPIs are currently usable: 1.) mobile betting stakes/revenues in % of total betting stakes/revenues and 2.) total mobile revenue in % of total revenue.

MECN also predicts that mobile business makes currently in average 23% of total revenue. Initially, the mobile figures that were reported focused on betting stakes or revenues because operators in the past focused primarily on launching mobile betting offers. Recently, the mobile revenue generated by the casino, bingo, and poker verticals/segments has become more and more relevant. Therefore, more and more operators additionally/instead report the mobile revenue in % of total revenue across all verticals.