Poll results: Mobile crucial Euro 2016 battleground
Respondents to this week's poll believe operator success this summer rests on quality of mobile product
Operators must ensure their mobile product is in tip-top shape if they are to have any hope of competing in what will be hugely competitive European Championships this summer, the majority of respondents to this week’s eGaming Review poll has said.
As the big event draws closer, operators are busy fine tuning their strategies for what is expected to be the biggest betting Euros in history, particularly in the British Isles where four home nations are competing in a competition expanded to 24 teams.
And when asked what would be pivotal to success during the tournament, 56% of respondents said operators must prioritise their mobile products and ensure their mobile web and apps are firing on all cylinders in time for the 10 June kick-off.
With some sportsbooks already reporting mobile penetration up around the 75-80% mark, the need to get mobile right should come as no surprise but with punters expected to flock to parks or pubs to watch the matches, the ratio of bets placed by mobile should be higher than ever.
As always, marketing is also set to play an important role and CMOs will have long ago secured advertising packages with TV stations to ensure their brand is seen by the widest possible audience.
And 23% of respondents said advertising through TV and radio would be top of their Euro 2016 planning lists and the perceived value of advertising can be seen by the rumoured costs of around ?350,000 for an ad slot during England matches.
Product differentiation was the next most popular choice with 16% of respondents believing that standing out from the crowd would be most important.
The remaining 5% of readers thought personalised customer communications would prove to be vital in winning and keeping customers throughout the tournament.