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In modern times, mobile gaming has grown to be a major business across the continent.
You will find the same apps on most people’s phones, including social media apps, apps for work and things that have been neglected like Duolingo.
It is rare to find a mobile phone with a few mobile games from different developers. This shows how far mobile gaming has come in Europe since the days when Snake was available on a Nokia 3310.
Mobile Bookmakers take advantage of this growth by using games in their apps to create new opportunities. However, there are still challenges.
What caused the rise?
Smartphones brought about the first boom in mobile gaming.
The first time independent creators were able to create their own games. Traditional gaming companies also had another outlet than PCs or consoles.
As technology improved, the quality and quantity of games increased, and more gamers were soon attracted.
The second wave is a result of the Covid-19 epidemic. The number of downloads increased as more people found themselves with spare time. Since then, growth has been steady.
What are the possibilities?
In 2023, studies projected that 201 million people in Europe were playing mobile games. This number is expected continue to rise to 218 millions by 2025.
It is clear that this is a market that has not yet reached its peak. It is therefore a market in which many other industries such as betting and social media companies want to be involved, by using games to attract more users and customers.
Money is the next key opportunity for any successful business.
In 2023, the mobile gaming industry is projected to generate $103.5 billion worldwide. The top companies in Western Europe that offer phone gaming earn upwards of $7 millions per year.
No wonder then that other sectors are trying to get a piece of the pie, especially those in entertainment.
Many betting companies began to offer more than just a sportsbook on their mobile apps and websites. They also ventured into other gambling areas such as slots and casinos. Some bookies such as 888sport became as active in the casino industry as they were in the betting one.
Bookmakers who do not have gambling-free games in their apps are now seen as being out of touch, or boring.
Sky Bet has, for instance, a dedicated gaming section of their mobile website, which includes everything from Monopoly and Super 6 to football and fishing games.
Sky Bet is not the only company that offers daily free-to-play casino games. Paddy Power Betway, and William Hill are also well-known.
In 2023, a betting company that offers free chances to win large prizes is a concept that was unheard of a few years ago. Games can help them drive traffic to their app, generate advertising revenue, and increase downloads.
Gamification of betting applications has given betting companies the chance to transform their image.
Betting companies are willing to change their image of the bookie, who is a big bad guy and will do anything to get your money.
Bookmakers can be seen as more positive if they offer the chance to win real cash from free games, even though their desire to get our money is not waning!
What are the challenges facing us?
Everyone is doing it, a phrase that can help and hinder companies who want to enter the mobile gaming market.
Bookmakers and other companies cannot afford to appear out-of-touch by not including a variety of games or other options in their apps. They will then lose potential customers to their competitors.
Even if the App Store or other download areas are saturated with competitors, they will struggle to differentiate themselves from them.
A good bookmaker has made sure that the prizes given out in their free games do not affect the company’s profits. However, giving away prizes without generating income is not a business model that a bookie would recommend.
The money spent to develop games and give away prizes may be worth it if you can get new punters to play them, but the effort will not be worthwhile if the game is not followed by a visit to a sportsbook or casino.
Even the best bookies find it difficult to achieve a balance between allowing customers to switch from games to gambling without them feeling forced.
In addition, the mobile gaming market is still growing, but there could be a time when that will no longer be the case. The companies cannot depend on a pandemic to boost their business every few years.
The good times are not guaranteed to last forever. All gaming companies can hope to do is stay on top of the game by constantly releasing new games that they believe will be popular with the public. Knowing what the next big thing will be, especially for betting companies is never an exact science.
