Tablets âunder-utilisedâ by gambling marketers
ComRes survey of consumers and marketers concludes that gambling firms are missing an opportunity on the platform
Gambling firms are failing to make the most of the opportunities represented by the growth of tablet devices, according to a survey of consumers and marketers.
Conducted by ComRes and marketing agency IgnitionOne, the âBetting on Digitalâ survey said that while the growth of gambling on mobile and tablet devices had presented marketers with opportunities and challenges, the industry had largely failed in getting to grips with the platform.
One marketer, who chose to remain anonymous, labelled tablets as one particular area that is not being tapped into, stating them to be the âmost under-utilised areaâ.
â[Mobile] is where this industry is going â rather than sitting at a desk or sitting facing a laptop,â another anonymous marketer said.
Several gambling firms have launched iPad and other tablet-optimised versions of existing apps in recent months in an effort to maximise their reach on mobile devices.
Paddy Power CEO Patrick Kennedy said tablets were central to the operatorâs future growth strategy at the firmâs full-year results disclosure in March and the development of more proprietary products for the devices would continue.
The firmâs Roller Casino app for iPad has been critically acclaimed since its release in September 2012, and it has followed that up with the launch of a number of iPad-dedicated apps since then.