The mobile customer journey is now perhaps the most important of interaction points with consumers and one where player expectations happen to be at their highest. For all the money spent on marketing and acquiring customers, it will be initial user experience that will determine whether the customer signs up and plays with the site in question.
Much as the headlines last week concentrated on what the UK government’s triennial review had to say – or didn’t - about the maximum stakes on FOBTs, the detail regarding the current state of efforts to bolster responsible gambling measures gave a clear indication of the direction of travel.
Speed and sports-betting are obvious correlations, particularly when it comes to in-play, but the degree to which the industry is keeping up with current trends in app design and usability is variable, according to the founder of SnapBet.
Wingman.ai is the latest venture from John O’Malia, an esports-related project which he hopes will design bot assistants that players will effectively train themselves to play alongside them in teams of five versus five competitions in esports such as DOTA 2 and StarCraft.