SBC News Voice of the Sports Betting Industry
Income Access, a turnkey provider of innovative technology and digital marketing solutions for the iGaming, social gaming and land-based casino sectors, has announced that the company’s mobile app-tracking solution is now being actively used to track player acquisitions for the apps of a leading UK-based online casino and bingo operator. The integration follows months of beta testing and the recent news that Apple’s App Store will now host affiliates’ in-app betting apps.
Last week Apple announced that it would allow iGaming affiliates’ apps featuring in-app betting to return to the App Store. Earlier in 2014, the California-based technology giant informed affiliates that their in-app betting apps would only be hosted in the App Store if affiliates held an operating gambling license in the jurisdiction targeted by the app.
The liberalisation of Apple’s stance on affiliates’ iGaming apps came just days before the launch of Income Access’ mobile app-tracking solution. Developed to respond to the growth in player acquisition via the mobile channel, Income Access’ mobile app-tracking add-on for its platform allows operators to comprehensively track player acquisition for their mobile gaming apps. Players’ complete mobile journeys can now be tracked – from their first click on a banner or PPC ad promoting an app to app downloads, installs, registrations, deposits and device information.
Developed and beta-tested over the course of Q3 and Q4 of 2014, Income Access’ mobile app-tracking is now being actively used to track player acquisitions for the online casino and online bingo apps of a leading UK-based operator. Over the next few weeks, brands in other verticals, including one of the iGaming industry’s most respected online sportsbook brands, will complete their integration of the company’s app-tracking solution.
The launch of the app-tracking software allows operators to track their entire acquisition portfolio on a single platform. Now that the Income Access software is equipped with app-tracking functionality, acquisition managers are for the first time able to monitor how all their acquisition channels are performing in tandem. As a result, they can maximise their ROI by optimising the conversion funnel and marketing spend.
Nicky Senyard, founder and CEO of Income Access, said: “In Q1 of 2014 we saw player acquisition via the mobile channel hit 40% and it’s continued to rise over the rest of the year, suggesting that cross-channel acquisition is the industry’s future. Responding to the mobile trend, we’ve transformed our platform into an integrated acquisition-tracking technology capable of streamlining each and every channel – with Income Access, the acquisition whole is now greater than the sum of its parts.”
