2. Mobile Gambling
Mikko Mattinen
Head of Online & Mobile
2

3. Veikkaus
A Finn to win

4. A FINN TO WIN
1996 worlds first Internet gaming company
25% of turnover through the digital channels
9 million a week
Turnover over EUR
Over
800,000 visitors on veikkaus.fi every week, which
equals
36% of the adult population
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5. Competitive strategy
1. Discovery 2. Relationship
New Perspectives New Opportunities
Drive traffic to Build relationship
Veikkaus.fi with the buyer
Market creation of Update of segment
products status
Segments Dynamic content
delivery
3. Retention
New Choices
On-line category management
Time-to-choose
Re-purchase
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7. Benchmarking of mobile
services
Bwin
Danske Spil
Ladbrokes
Norsk Tipping
Unibet
Svenska Spel
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8. Mobile Services
Java SMS WAP Other
Bwin No No Yes
Danske Spil No Yes Yes
Ladbrokes Yes No Yes
Norsk Tipping No No Yes
Only Java App
Svenska Spel Yes No No
Unibet ? No Yes
Veikkaus No Yes Yes
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9. Bwin
(http://wap.bwin.com)
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10. Danske Spil
(http://mobil.danskespil.dk)
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11. Ladbrokes
(Java or
https://mobile.ladbrokes.mobi)
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12. Svenska Spel
(Java-client from http://wap.svenskaspel.se/)
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13. Unibet (https://mobile.unibet.com)
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14. Reality check
14

15. … mobile gambling makes
still less than 1% of
revenues of even the
most advanced EL & WLA
members
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16. Why?
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17. Technology Consumer
Limitations Behaviour
<1%
Legal
Communication barriers
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18. Technology
Legal Consumer
Limitations
barriers Behaviour
<1% THE
REAL
LegalADDED
Communication
VALUE OF
barriers
MOBILE GAMBLING?turvaluokitus

19. THE MOBILE HIERARCHY
TIME
PLACE
ENGAGEMENT
ACCES/ALWAYS ON
PERSONALIZATION
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20. LEGAL LIMITATIONS
Consumer
IDENTIFICATION/AGE
Technology
Limitations Behaviour
PAYMENT
AND
CREDIT <1%
”GAMBLING
Legal
BY COMPUTER”-
Communication barriers
BANS
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21. Technology Consumer
Limitations Behaviour
<1%
Legal
Communication
PARTNERSHIPS barriers
PRIORITISATION
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22. THE MOBILE LOTTERY
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23. Technology Consumer
Limitations Behaviour
<1%
MOBILE PENETRATION Legal
Communication barriers
COMPLICATED INTERFACE
LACK OF STANDARDSturvaluokitus

24. World Premiere:
Live betting at the Eurovision song contest
125€
625€
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25. Mobile Revolution
When will it start?

26. 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,
1 600 000
selective game features
1 400 000
• Sales €26000 per
1 200 000
week in 2006
1 000 000
• Estimated 1,4 M€ in 2006
800 000
600 000
400 000
200 000
0
WAP sales 2002-2005 2 001 2 002 2 003 2 004 2 005 2 006
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27. 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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28. 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
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29. Apps & Widgets
Where will it end?

30. Apps and Widgets
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31. Why?
• Piloting new services
• Test a new channel
• Add 10 000 users into the mobile system
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32. And we strated
• Winter Olympics 2010
• Promotions in mobile
channels
• Increased marketing
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33. Shall we continue?

34. Absolutely
• Within 8 months we got over 20 000 users
• Avarage cost per user was low
• Apps & widgets really rock!
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35. Kiitos!
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