Mybet banking on mobile
Sven Ivo Brinck, Mybet CEO, talks about the German-facing operators ambitious plans for mobile
When Sven Ivo Brinck took the reins at Schleswig-Holstein-licensed Mybet earlier this year, he inherited the role of overseeing a great deal of change.
In what one company source labelled a âgeneration changeâ within the company, its former management team of CEO Matthias Dahms and CFO Stefan Hanel left, leaving the company ready to pursue a new, more mobile strategy.
Mybetâs most recent results disclosure made clear what had perhaps already become apparent; its lottery business had performed poorly yet sportsbook and casino had surged.
What this inadvertently shed light on was a poorly prepared product, with Brinck stating the company to have suffered in the past. âI think we need to improve the product itself,â Brinck says, outlining plans to radically overhaul and improve the operatorâs mobile products.
âSo far we only have a mobile website which has been optimised via a translation service, and we will develop a set of mobile native apps for Android and iPhone.â
Coming Soon
The apps are due to be released later this year and while the expectation is not to bring âmajor successâ, it is hoped that any mobile growth will bring additional benefits to the business.
At the moment, the percentage of mybetâs revenue derived from mobile devices is lower than 10%, flying in the face of industry trends for this to be substantially higher.
Brinck has set the company a target of reaching 10% by the end of the year, with 50% deemed not unreasonable within five years. To reach that target, mybetâs change of management has been crucial.
âBefore we can seriously estimate that growth we have to understand the capabilities we have organisationally and better understand how the user will behave in terms of mobile app consumption,â Brinck adds.
As a company in the middle of substantial mybet has realised just how powerful mobile source of revenue can be. The operator can only hope it isnât too late to catch up with its competitors whoâve long since pursued the platform.