Mybet aims to make-up lost mobile ground
Chief executive Sven Ivo Brinck says operator failed to put sufficient resources into mobile in the past
Mybet chief executive Sven Ivo Brinck (pictured) said he’s aiming for 30% of revenues through mobile by the year end with some “extraordinary plans” for the platform following the successful relaunch of its new mobile sportsbook product in September.
Speaking to eGaming Review following the release of its 2014 results last week, Brinck said Mybet’s mobile revenues were approximately 10% of its online business by the year end, having previously offered an “unsatisfactory product” which contributed just 1% of online revenues.
“Mobile is rapidly growing and it is nice to see we are catching up to our peers in mobile performance and we will catch up more this year,” Brinck said.
“My personal intention is that we get mobile to 20%-30% of online revenues this year and we have some extraordinary mobile plans and things looks really promising,” he added.
Before the launch of its new mobile sportsbook, the German operator’s mobile product did not offer new player registration while existing players were unable to top up their accounts through the platform.
And one of Brinck’s primary goals when joining the operator as CEO in January 2014 was to change the company’s attitude towards mobile and develop a fit-for-purpose mobile offering.
“It’s always hard to give a true verdict of what happened in the past, especially as I wasn’t present, but it seems to me we had some issues in organisation, particularly in the mobile field where there was not enough attention on the mobile solution,” Brinck said.
“It’s like in life when you try to do too many things with too few hands, you end up getting nothing right and one key to our recent success is how we concentrate and optimise our group resources and try and do less things but in a more focused way,” he added.
Last week the firm announced a return to profit after having recently undertaken a significant group restructure which saw a reduction in headcount and the sale of its Italy and Germany-facing businesses.
The firm posted full-year revenues of 70.4m, of which roughly half is derived from its land-based bookmaking arm. It plans to release a full detailed annual report later this month.