Today, one of the easiest ways to get a bet on a football game, tennis match or other sporting event is to use your mobile, and that’s what punters in the UK seem to be doing. In a report by oddswinner.com early this year, the top five bookmakers in the UK were seen to have doubled their revenue on mobile betting during 2013.
More than half the population in the UK now has a mobile; more than the numbers of people who own a pc. Many of those mobile users will now place bets using their phone rather than going online on a pc or laptop.
So why is it that people prefer to make bets on their mobile?
You’re never more than a couple of yards away from your mobile, whether you’re at home, at work, or on the journey between the two. So it’s really easy to place a bet wherever you are as long as you have mobile internet coverage.
The UK Gambling Act in 2005, which was enforced from 2007, has permitted online bookmakers and casinos to advertise on TV. During 2012, a sum of about £200 million was spent on advertising by gambling operators, and nearly half of that went on TV ads. Many of the ads are geared towards encouraging people to bet on their mobile
Growth of in-play betting
More than any other factor, it’s the fact that people can now place bets in-play that has really increased the number of bets placed on a mobile device. Down at the pub watching the game, or on the train somewhere, wherever you may be, you can get a bet on at a moment’s notice. One of the most recognised TV ads is the Bet365 one voiced by cockney actor Ray Winstone who ends the ad encouraging viewers to ‘bet in play, now’!
Link with social media
While mobiles used to be for staying in touch with phone calls while you were out and about, today over half the mobile internet usage today is spent on social media activities, according to a Deloitte report on the gambling industry. Now Facebook has gambling-related advertising and, in fact, some of the betting companies have integrated Facebook apps that you can use to be on real sports events with. There seems to be a strong link between increased social media activity and the rise of mobile betting.
What does the future hold?
With ever improved services and offerings from the major betting companies, it’s likely that mobile betting apps will become even more popular. Coupled with mobile-focused marketing, we should see the trend of betting on a mobile device continue to rise. We’re almost guaranteed to see a big rise in mobile betting activity during June 2014, when the world sits down to watch the Brazilian World Cup.
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