Poll: Can bwin.party make up lost ground on mobile rivals?
Operator aims to regain the lead in mobile and is targeting 50% of mobile revenues by end of 2015
Bwin.party chief executive Norbert Teufelberger last week admitted the operator had “lost the edge” in mobile and revealed he wants the channel to contribute half of all revenues by the end of 2015.
The target was announced following the presentation of its full-year results which revealed mobile-derived revenues only accounted for 12% of total revenues during 2013.
This total leaves the operator lagging behind its competitors such as Paddy Power which last year boasted mobile revenues of 45%.
William Hill has also performed strongly in mobile with 40% of online sports wagers placed via a mobile device during 2013 and the operator hopes to have a similar percentage via its gaming vertical by next year.
Betfair is another to have progressed in mobile and recently announced that 60% of bets placed during Q3 were done so through a mobile device.
With this in mind, this week’s eGaming Review poll asks: Has bwin.party has left it too late to make up lost ground on its rivals?
Teufelberger admitted that bwin.party has fallen behind in the mobile race, with migration issues following the 2012 bwin and Party Gaming merger taking operational precedence, along with its focus on its B2B US business.
“Merging and integration issues set us back,” Teufelberger said. “However we are now in the position to put mobile first in everything we do,” he added.
Teufelbergers said the operator aims to “regain the lead” in mobile and last week its new mobile sportsbook in Spain and plans to roll it out across other territories in the coming months.
Bwin.party also plans to release it recently revamped PartyPoker product on Android and iOS in the coming months.
In addition, its mobile casino is set to be improved with the addition of 20 third-party games in the coming weeks, reflecting the company’s decision to distance itself from its previous proprietary-first strategy.
But will refocus be enough to bridge the gap on its competitors or will it continue to struggle in the competitive mobile environment? Have your say on the right-hand side of the page.