Metro Play debuts native casino app
Alderney-licensed operator renews mobile focus with the launch of Metro Play Casino on iOS
DMG Media-owned Metro Play has launched its first native mobile casino app on iOS devices as it increases its “mobile-first” approach.
Metro Play Casino was created by its in-house development team and features the full portfolio of games found on the operator’s desktop website.
The app is currently only available in the Apple App Store but the operator said it is contemplating an Android launch in the near future following strong mobile web growth on the operating system.
Speaking with eGaming Review this morning, Metro Play managing director Jamie Walters said the app had already been well-received by its target audience.
“We took a mobile-first approach when we first developed the website so it was fairly straightforward to transfer it on to mobile,” he said.
“Over 5% of our total mobile gaming revenue is already coming from the app in the space of just one week,” he added.
Walters also said that mobile currently accounts for 40% of monthly turnover but hoped the new app would enable the channel to pass the 50% mark in the coming months.
The launch of app will be backed by a significant amount of print and Facebook advertising but there are currently no plans to start a large-scale marketing campaign.
Previously known as ME Gaming, a former GTECH-powered white label offering, Metro Play was relaunched as a mobile-focused operator in May by DMG Media.