Affiliates to focus more on apps
Sports betting affiliates lead the way with launch of bespoke mobile apps for the sector as industry moves away from simple responsive design
Leading sports betting affiliate Easyodds has revealed plans for the imminent launch of a new mobile app for iOS and Android platforms,
âWeâll be releasing our web app imminently â mobile in-play will be a key feature,â Easyodds CEO James Garmston told our sister title eGaming Review.
Easyodds biggest rival, the Sky-owned Oddschecker site, announced similar plans earlier this year with the launch of a native iOS app planned for Q1 2014 with users able to bet directly from the app.
The move by two of the biggest UK-facing affiliates is likely to be part of a wider trend for more affiliate apps in the coming year.
Betfred’s head of affiliates Pauline Andrew said  more and more sports betting affiliates are coming out with their own bespoke apps.
“If itâs something thatâs previously been on the web Ââ from odds comparison to in-play markets â there will now be an app for your phone that offers the same thing,â Andrew said.
Elen Garth, head of performance marketing for Unibet, told eGR Mobile Intelligence that affiliates would need to move away from simply relying on responsive design as the sector develops.
“It is about offering customer simple intuitive navigation and seamless experience between offer and operator, a principle that is proven to increase customer engagement, satisfaction and, ultimately, revenues,” Garth said
Pick up issue 2 of eGR Mobile Intelligence for an in-depth feature on the current mobile affiliate sector.