Betfairâs mobile revenues near double
Strong FY2015 results show £157.4m in mobile revenues were helped by mobile-focused marketing campaign
Mobile was the driver behind this morningâs impressive Betfair results, with revenues from the platform almost doubling year-on-year and showing strong growth in all verticals.
Total mobile revenue was £157.4m, up 97% year-on-year, and it accounted for 71% of total sportsbook revenues and 33% of gaming revenues with 69% of UK casino customer using mobile in May.
CEO Breon Corcoran added that 93% of the firmâs revenue growth was generated on smartphones and tablets, with 80% of new customers in the UK now coming through mobile and just over 1m mobile actives in total.
The mobile-focused growth can in part be explained by a marketing campaign which has sought to reposition the operator as more friendly to casual punters, particularly those using smartphones to gamble.
âOur âTap Tap Boomâ advertising campaign has been effective in showing the simplicity of using Betfair, especially through our market-leading mobile apps,â Corcoran said.
Corcoran also said there had been 30% increase in mobile releases year-on-year, and that the firm had hired more than 60 people in its technology and product divisions to ensure the updates were executed in a manner which maintained the firmâs positive App Store rankings.
He added that with 40 per cent of the total market still offline, the firm was set for further mobile growth, saying that Betfairâs ârelative supremacy in mobile leaves us in a good position to competeâ.
The company undertook a period of mobile product investment last year, which included wide-ranging app updates, the implementation of new features including Touch ID, and more recently the launch of an Apple Watch app.