32Red to take mobile to “next level”

Operator improving links between desktop and mobile after reporting strong mobile growth in H1

32Red yesterday reported 42% of casino gross gaming revenues came from the mobile channel during H1 2015 and would now look to take its multi-channel offer to “the next level”.

The strong mobile performance compared favourably with the 32% of revenues coming from mobile for the same period last year, and 32Red’s chief commercial officer Matt Booth told eGR Mobile Intelligence the next focus would be better integration of mobile and desktop.

“For me the brands that can connect the mobile experience with the desktop experience are the one’s who have been most successful, because players are not singularly mobile or desktop players now,” Booth said.

“We have a big project at the moment which is about improving player experience and taking mobile to the next level is part of that. You’ll see something from 32Red this year in terms of a new experience for mobile that will be linked up to the desktop experience,” he added.

Booth said that around half of all new acquisition are now coming from the mobile channel, but while the operator has worked hard to ensure its site is responsive and adaptive to mobile, its focus would remain on providing the best UX, regardless of device.

“Our marketing communications are prioritised around people’s preferred product of play. You have to make sure that your experience is equally as good on mobile as on desktop,” Booth said.

“But we’re not necessarily saying we have to go out for mobile players. We are just trying to bring players in for the experience,” he added.