November 21, 2012
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Chris Harrison, Google?s Industry Manager for eGaming, spoke at today?a Mobile and Tablet Gambling Summit about the company?s role in the mobile and tablet gambling space and where he thinks it will go. The first thing you noticed was the distinct lack of a certain kind of technological fruit in his presentation. All we can say is Google?s little green monster probably ate them all.
Google is pretty serious about the role it can play with gambling firms and Harrison commented that ?we?re not seeing any cannibalization ? just huge incremental lifts? when it comes to the industry. Their projections show that mobile casino is set to overtake desktop usage in 2014 with them expecting mobile as a whole will take over desktop by early 2013. It further backs the hard facts being released by all manner of gaming firms that mobile is the future. Harrison believes the vast growth can be put down, in his view, to iGaming being ?ahead of other industries.?
One problem that could start to afflict gaming industry?s mobile growth is not staying ?ahead? of their competitors. To make sure the industry stays ahead, a multiscreen approach is essential, according to Harrison, and he?s mentioned that of the firm?s currently engaged in a multiscreen experience, Paddy Power are probably the most successful.
?Technology brings creatives to consumers in a way that was never possible before,? Harrison said. ?The world is now multiscreen and creative?.
Another part of Google that can be a huge advantage to gambling companies is integration with their YouTube video site. The help it can give to sportsbooks, for example, can be extremely valuable with Harrison that ?YouTube plays an integral role in the process to place a bet ? which starts on a Thursday (for a Saturday game)?. He went on to say the channel can be used to ?grow consideration around your brand? and ultimately drive customers to choose you over competitors.
In terms of the future for firms looking to exploit Google?s status as search king, Harrison identified three different things:
- Add value to the customers
- Become a part of their lives
- Be aware of changes and make sure you?ve prepared.
Following Harrison?s advice could go someway to making sure. Who knows?if you show him that you?ve got a Android and not an Apple he might even start following you Twitter!
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