COVER STORY THINK MOBILE FIRST
WILLIAM HILL FOR iPAD
ROLLER FOR iPAD
Paddy Power is arguably the first large-scale operator to have designed and launched a separate mobile brand and product exclusively for the iPhone and iPad. Rightly proud of its 'first mover' and 'innovator' tag, Paddys' 70-strong development team launched the casino-only app late last year alongside a £1m roulette spin marketing campaign. Unlike the ad campaign, the app, viewed by eGR on iPad, hits all the right notes for mobile-only players. With 19 casino games on offer and a £25 welcome bonus for new registrants, the app offers beginners a friendly entry into what is ultimately being branded as a leisure pursuit rather than a hardcore gambling proposition. The app has been well received with customer feedback largely positive and a three and a half to four-star rating on iTunes. The app is easy to use with a brief step-by-step tutorial on offer. Once registered, the lobby screen offers you a choice of four game verticals and table games including Blackjack, roulette, slots and video poker, each of which can be played in real money or practice modes with no pressure on the player to deposit. Out of this quartet, roulette and slots stand out, with the Hotel of Horror slot game impressing. Its graphics, music, smooth gameplay and bonus rounds, although not as slick as say NetEnt’s mobile offerings, still look great on a tablet and give players a nice distraction from table games. Roulette, however, is the star of the show and is arguably the most immersive of its kind on mobile today. Simply use your finger to drag your bet values onto the numbers, colours and segments you wish and press go to wheel. You are then prompted to spin and choose the direction of the wheel and separately launch the ball at your desired speed, again by simply using your fingers. The process is enjoyable, addictive and above all engaging, particularly as you can play your own music by touching the musical note icon. If the Roller team decide to add a selection of more entertaining and immersive slot games then they will not only be out on their own but also have one of the best gaming apps on the market by some distance. William Hill’s iPhone and iPad app while even more recent than Paddy Power's Roller, has focused arguably on a more traditional look and feel of betting application. Once downloaded, you are greeted with a four-step tutorial showing you exactly how to navigate and take advantage of the features of this deliberately easy-to-use app. Built largely for speed, simplicity and enabling the user to see every product and market that the operator offers on one screen, Hills has one of the best overall sports betting applications on the market, ideal for any secondscreen betting at home or on the move. Touch and drag from left to right and you are presented with all the latest sports and special markets the company offers. Touch and drag from right to left and you are presented with your betslip and a cleverly positioned 'most popular bets' section, most popular of course largely being football matches on that evening. However, the majority of the iPad’s real estate in the middle of the screen is given to top bets, in-play and highlights of recent sports events including Spanish football, international cricket and top-flight tennis. Although not as attractive on the eye as Paddy’s mobile offering, it has everything you need in one place and is arguably easier to access the bets you want at the touch of a tab in a short space of time than the majority of its competitors.
RANKING
USABILITY DESIGN ENGAGEMENT PLAYABILITY
85 |100
23/25 23/25 19/25 20/25
OVERALL
HOW WE TESTED
Each member of the eGaming Review editorial team tested the applications in question with an average score being taken independently for each product. The criteria are the same as eGR’s monthly product test criteria conducted by user experience specialists Foviance. Other criteria considered include initial impressions, what works well and what we believe could be improved.
RANKING
USABILITY DESIGN ENGAGEMENT PLAYABILITY
89 |100
22/25 22/25 23/25 22/25
OVERALL
50
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