Wednesday news round-up 20/11
The week’s big stories, including new poker launches from Betclic and Betsson and dynamic mobile advertising from Betfair
Betclic Everest Group is set to launch a new native Everest.fr and Betclic.fr mobile app following the relaunch of its Everest Poker brand as it targets a top three slot in the regulated French market. The French operator has completed its migration to the Playtech iPoker network and will be rolling out its new mobile launches with a major marketing blitz including a three-month TV advertising campaign. The apps are currently awaiting approval from the regulatory body ARJEL.
Betsson has launched a Microgaming-powered mobile poker app for its Betsson.com site. Betsson mobile poker has been optimised for iPhone and iPad and is the second mobile launch from the Nordic-focused firm following its mobile sportsbook release last month.  Betsson CEO Magnus Silfverberg told sister mag eGaming Review it was important to enhance its mobile offering. âWe are constantly developing new apps and features for mobile, it is a very important area for us – we have gone from almost 0% to 12% of revenues in the space of 18 months,â he said.
Casino operator Mr Green will launch a new mobile app for its female-focused brand Garbo.com in the new year. Garbo is the second brand from the operator and was initially launched in Swedish only before a soft rollout of an English language version earlier this month. The firm said it was still testing the market, but had plans for a mobile launch soon. âWe very much see this as being a mobile-first brand and we have plans to launch a mobile app for Garbo at some point next year,â the firm’s founder Mikael Pawlo said.
Betfair has launched a new dynamic ad campaign to support its Cash Out feature. The ads on Sky Sports will display cash out values on a smartphone that are updated through an API feed into Sky Sports back end and will show historic cash out values at the end of the game. Betfair will also be offering real-time ads on YouTube with odds updating every 10-15 seconds during a game. Betfair brand director Mark Ody said he considered the âdynamicâ advertising to be a natural fit for the operatorâs cash out product.