Analysis: Enhancing multiples on mobile

Difficulties with navigation has put some users off placing multiples on mobile devices, but bet prompting might hold a solution

Multiples, otherwise known as accas, are some of the highest margin products offered by sportsbooks, and their appeal to casual punters makes them the perfect fit for mobile with William Hill recently reporting 62% of money wagered on domestic football in the 2014/15 seasons was on accas.

But one of the real challenges on mobile remains the navigational limitations of mobile devices, which has made it tricky to offer the same level of options to customers used to the greater screen real estate of desktop.

Fortunately, this is inspiring a series of new solutions, in the form of innovative mobile products which are aimed at persuading punters to stake on accumulators from their smartphones or tablets.

Betfred recently launched ACCAtacka, built in partnership with Bettorlogic, which generates an accumulator based upon the user entering a stake and how much they want to win. The app cuts out the navigational headache that queuing up five or six bets on a mobile device can cause.

“I think the constraints of mobile, where it might take several taps to find what you are searching for, leaves some customers unsatisfied when it comes to multiples,” Andrew Dagnall, CEO of Bettorlogic, said.

Betfred say that on the two Saturdays since launching ACCAttacka, there has been a 35% and 40% uplift in number of 5-folds placed versus a normal Saturday.

The feature is already accounting for almost 30% of all 5-folds with the operator, with more than 12,000 bets placed on it since launch.

“From an operator’s perspective it’s a really solid product, especially in terms of opportunity for net win and margin,” James Hardwick, acquisition manager at Betfred, said.

Another operator to experiment with multiple-focused mobile products is Tipico, which recently launched its new Tippn app. Tippn allows multiples to be built by swiping selections from prompted markets into a circle at the centre of its stripped-down UI.

Tipico CEO Jan Bolz said the app was “refreshingly straightforward and intuitive to use” – a description a world away from the experience of placing a multiple on the sportsbook apps of many operators.

With mobile taking an ever-growing share of operator’s sportsbook revenues, those who want to maintain their high-margin multiple sectors may need to follow Betfred and Tipico’s example of finding innovative ways to make sure the punters’ love of accumulators is satisfied in full.