m2 roadshow europe mikko mattinen veikkaus

Mobile Gambling

Mikko Mattinen

Head of Online & Mobile

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Veikkaus

A Finn to win

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Over visitors on veikkaus.fi every week, which

equals of the adult population

800,000

Turnover over EUR

of turnover through the digital channels

worlds first Internet gaming company

25%1996

9 million

A FINN TO WIN

a week

36%

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Competitive strategy

1. DiscoveryNew Perspectives

2. RelationshipNew Opportunities

3. Retention

On-line category management

Time-to-choose

Re-purchase

New Choices

Drive traffic to

Veikkaus.fi

Market creation of

products

Segments

Build relationship

with the buyer

Update of segment

status

Dynamic content

delivery

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Benchmarking of mobile services

Bwin

Danske Spil

Ladbrokes

Norsk Tipping

Unibet

Svenska Spel

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Mobile Services

Java SMS WAP Other

Bwin No No Yes

Danske Spil No Yes Yes

Ladbrokes Yes No Yes

Norsk Tipping No No Yes

Svenska Spel Yes No No Only Java App

Unibet ? No Yes

Veikkaus No Yes Yes

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Bwin(http://wap.bwin.com)

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Danske Spil(http://mobil.danskespil.dk)

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Ladbrokes(Java orhttps://mobile.ladbrokes.mobi)

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Svenska Spel(Java-client from http://wap.svenskaspel.se/)

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Unibet (https://mobile.unibet.com)

Reality check

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… mobile gambling makes

still less than 1% of

revenues of even the

most advanced EL & WLA

members

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Why?

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Legal

barriersCommunication

Consumer

Behaviour

<1%

Technology

Limitations

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Legal

barriersCommunication

Consumer

Behaviour

REALTHE

Legal

barriers

<1%

Technology

Limitations

VALUE OFADDED

MOBILE GAMBLING?

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THE MOBILE HIERARCHY

PERSONALIZATION

PLACETIME

ACCES/ALWAYS ONENGAGEMENT

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Legal

barriersCommunication

Consumer

Behaviour

<1%

Technology

Limitations

LEGAL LIMITATIONS

”GAMBLING

BY COMPUTER”-

BANS

IDENTIFICATION/AGEPAYMENT

AND

CREDIT

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Legal

barriersCommunication

Consumer

Behaviour

<1%

Technology

Limitations

PRIORITISATIONPARTNERSHIPS

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THE MOBILE LOTTERY

1 2 3 4

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Legal

barriersCommunication

Consumer

Behaviour

<1%

Technology

Limitations

LACK OF STANDARDSCOMPLICATED INTERFACEMOBILE PENETRATION

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World Premiere: Live betting at the Eurovision song contest

125€625€

Mobile Revolution

When will it start?

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Mobile Revolution

• Great WAP hype in Finland 2000-2001

• WAP is the next Internet!

• Great expectations among operators and manufactures

• Veikkaus WAP service started in 2001

• Almost all the games,

selective game features

• Sales €26000 per

week in 2006

• Estimated 1,4 M€ in 2006

WAP sales 2002-2005

0

200 000

400 000

600 000

800 000

1 000 000

1 200 000

1 400 000

1 600 000

2 001 2 002 2 003 2 004 2 005 2 006

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Mobile Revolution

• WAP turned out to be a flop

• Less than 1 % of Internet sales

• Veikkaus UI was text based, graphic phones were rare at

those times

• WAP wasn’t user friendly enough

Playing Lotto in Veikkaus WAP service

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Mobile Revolution

• We haven’t given up!

• The Times They Are A-Changin' :

• Phones are better and more user friendly

• Bandwidths are much faster

• Over 50% of all mobile phones in Finland has browser

• It wasn’t WAP nor SMS - Maybe It’s Mobile Internet!

• Roadmap for mobile gaming

• 1st step: new xhtml user interface

• All games and features

• Improved services for

sport betters

• Customized for wide

range of different mobile devices

as well as for digital television

Future xhtml UI for Fixed Odds Betting

Apps & Widgets

Where will it end?

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Apps and Widgets

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Why?

• Piloting new services

• Test a new channel

• Add 10 000 users into the mobile system

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And we strated

• Winter Olympics 2010

• Promotions in mobile

channels

• Increased marketing

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Shall we continue?

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Absolutely

• Within 8 months we got over 20 000 users

• Avarage cost per user was low

• Apps & widgets really rock!

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Kiitos!

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