Unibet CEO hails "innovative" mobile business
Revenues from mobile channel projected to overtake web while Western Europe is set to replace the Nordics as Unibet's biggest market in 2015
Unibet CEO Henrik Tjärnström claims revenues from its mobile channel will surpass those from online next year as Western European revenues continue to grow strongly with UK revenues doubling in Q3.
Speaking to eGaming Review this morning, the Stockholm-listed firm’s chief executive hailed the company’s mobile proposition which includes a number of “innovative” new gaming products.
“At the end of the day we are working to maximise the user experience for the customer, regardless of which channel they are coming to,” Tjärnström said. “The 50% mark is more of a psychological level and it’s just a matter of time before we get there, but all trends point towards passing the barrier next year.”
According to Q3 2014 figures released this morning, mobile currently accounts for 38% of total revenues, while gross revenue from mobile sports betting increased to 55%, up from 47% in the previous quarter.
Mobile Innovation
Last year’s H1 results showed just 19% of its total gross revenue came from mobile devices before growing to 27% of total gross winnings revenue for the entire year after renewed investment in the channel.
During a financial presentation today Tjärnström revealed the operator had launched a new iPad-optimised casino application in partnership with an unnamed third-party providing “exclusive technology” as part of a 12-month agreement.
“Some of the content has not been available to put on mobile regardless of whether we wanted to do it or not,” Tjärnström said. “With this new technology it simplifies that transformation massively to publish content which was previously restricted to the web channel.”
In September last year Unibet appointed Robert Smith to the new role of head of new channels and has since been responsible for overseeing the development of the firm’s mobile operation.
Western Europe growth
Unibet also today reported a substantial 46% year-on-year growth in Q3 2014 revenues from Western Europe, including 120% in sports betting, while revenues from the Nordics decreased 4% year-on-year.
Western European markets now account for 42% of total gross revenue, compared to 29% in the same period last year, and Tjärnström admitted the region could replace the Nordics as the firm’s biggest market as soon as 2015.
“At this level of growth rate it’s just a matter of time and the way it’s trending now it looks like it could happen next year,” he said. “It’s good growth across the board and it’s comforting that it’s not just one single market that’s providing fantastic growth.”
Despite recording growth in all Western European countries, Tjärnström said the UK was the fastest growing and was “doubling” on a year-on-year basis.