The rise of single sign-on
Why single sign-on is the killer feature for mobile gambling apps
Single sign-on is going to be the big new thing this quarter. The killer app for apps is now available through Playtech’s Mobenga platform, with Coral already live on the new mobile gaming platform. Speaking during the companyâs Q3 results analyst call Playtech CEO Mor Weizer described the single sign-on feature from its B2B mobile arm Mobenga as âthe futureâ.
Weizer added that plans are already in place for more Playtech licensees to use the single signon technology but that it would take approximately three to nine months before the majority were able to do so. Gala Coral is not the first operator to have this ability at its disposal. In August, Sky Betting and Gaming released version 3.2 of the Sky Bet app which included seamless login between Sky Bet and Sky Vegas apps.
âWe are the first betting company to implement a seamless session handling between our apps,â Ben Kamara, Sky Betâs head of mobile, told our sister magazine eGaming Review. âWe plan to roll this across all our apps very soon so the same experience is there for Super 6 and Fantasy Football, [making] our customersâ journey that much simpler.â
Differing views
Where Sky Bet and Gala Coral differ is that Sky Bet released its single login feature after moving off the Mobenga platform and bringing the Sky Bet service in-house onto the same platform as Sky Vegas. The Alderney-licensed operator has also hinted that once it releases a mobile poker app a seamless login function will also appear for that.
The ability to crosssell players from one vertical to the other is a key driver for the single sign-in, and in addition to Sky Bet and Gala Coral there are several other operators waiting in the wings. After releasing its results for the third quarter of 2013, William Hill chief executive Ralph Topping confirmed single sign-in was on its way soon.
eGR Mobile Intelligence also understands that the UK-based operator is planning to make its mobile platform more independent so it will be interesting to see how it adapts its platform to do this. Mobenga has put a marker down, but there is already clear divergence on both platform and implementation from the operators emerging. Single sign-in will be the battleground of the next six months and these are only the first shots to be fired.