Bwin.party wants half of revenue to be mobile
Operator sets ambitious target after CEO Norbert Teufelberger admits it has lost track of rivals
Bwin.party CEO Norbert Teufelberger has set the firm an ambitious target of deriving half of its revenues from mobile devices by December 2015.
The target was established following the operator recording a 25% fall in EBITDA for the full-year ended 31 December 2013 as it looked to shift its business towards more regulated markets.
Mobile contributed 12% of all revenues for the year equivalent to a 77% increase year-on-year or â¬76.9m, however rival operators have reported more impressive performances in recent weeks.
Paddy Powerâs mobile revenue stood at â¬212m for the same year, representative of 45% of the firmâs total online revenue.
Sports betting proved to be the vertical with the highest rate of mobile adoption as the bwin.party derived 28% of its gross gaming revenue (GGR) from the mobile channel, significantly higher than casino, bingo and poker which had mobile GGR percentages of 10%, 6% and 5% respectively.
Teufelberger said the firm had âlost the edgeâ in mobile and wanted to reclaim the lead it had lost, and intends to do so by extending the reach of its current mobile products.
Its HTML5 sportsbook was launched in Spain yesterday and is to be rolled out across other jurisdictions over the course of this year, while a PartyPoker application is set to be introduced on both iOS and Android in the coming months.
âWe are now in the position to put mobile first in everything we do,â Teufelberger said.