P R O F I L E B E T 365
own customer base – for others more aggressive
cross-selling may be more appropriate.”
A different view
Bet365’s take on mobile is also worth examining as a
contrast to some other operators, who have created
mobile-specific development roles, or in some
cases including Betfred and Ladbrokes, entirely
new departments. To begin with, there is no head of
mobile position at the firm and no specialist mobile
team for each vertical, no ‘mobile sportsbook hub’
or mobile gaming development team. Instead the
mobile channel is viewed as simply another delivery
mechanism for the bet365 product range.
Again, one must only look around at recent
trends within the egaming sector to see that bet365
is sticking staunchly to its own ideals. “There’s a
specific part of the development team that would
focus on mobile but it’s all absolutely joined up,”
says Coates. “If you look at what you’re trying to
achieve with mobile, it’s part of a company strategy
to deliver our full product experience through every
channel in the best way possible. So by the nature of
it, it must be absolutely joined up. We’ve therefore
got sub teams focusing on mobile development
within the sportsbook and gaming teams.”
And it’s working. Amounts wagered via mobile
channels increased by 150% during the period, with
net revenues growing by some 158%, boosted by
launches on Android and Blackberry last year and
launches in Spain, Australia and Denmark