It’s estimated that around 1.2 billion new mobile phones were sold globally during 2024. That equated to around a 7% increase in phone sales from 2023, so it was quite the surge in sales as last year saw the biggest annual increase in the sector since 2021.
Mobile phones have become heavily integrated into everyday life, going far beyond the simple capabilities of staying connected with friends and families. Devices are used for everything from navigation and shopping, to making appointments, banking and paying bills.
The prominence of mobile phones has had a big impact on how businesses reach out to their customers as well. It’s an avenue that sectors such as online gambling can’t afford not to explore.
Online casino business
Online casino sites are always on the search for new customers and ways to build their brand. They do that in many ways, from launching targeted advertising campaigns to smart social media interactions and gaming promotions. However, more nuanced details can make a difference in strengthening reputations too.
Dunder has become the most trusted online casino in New Zealand by simplifying its terms and conditions to make them more accessible to customers. Transparency and honesty help to drive clear communication between the operator and users, which has been reflected in their Trustpilot score, where they have had lots of positive feedback from satisfied players.
The rise of phones and online casinos
Back in 1996, only around 16% of households in the UK had a mobile phone. Now the number is well above 90%, and 45% of households have two mobile phones. It’s also estimated that one in five households have at least four.
The 1990s was when this shift towards mobile connectivity started taking off, and the growth of technology hasn’t slowed since then. Around the same time, the early dawn of online gambling sites was triggered by Microgaming in 1994. By 1998, there were around 700 online casinos on the scene.
The UK online gambling picture
Numbers published in late 2024 by the UK Gambling Commission indicated that online casino games were worth £4.4bn in gross gambling yield, which is the amount of money kept by operators after paying out on winning bets. Around three-quarters of that figure came from slot games.
The demand for gambling is growing as a 2024 survey showed that more than one-third of respondents in the UK had participated in some kind of gambling in the four weeks prior to the survey being taken.
From online to in-hand
As recently as the turn of the century, the world of online gambling was primarily focused on the web. With the increase in mobile phones, something of a duel between the two platforms has been created.
Research in 2015 showed that around 23% of people used mobile phones to access online gambling. By 2020, that had more than doubled to around 50%, marking a clear shift towards the more convenient handheld platforms.
The impacts of mobile gambling
The impact of mobile gambling is far more nuanced than may be thought. It’s not just about players finding an alternative platform, it is understanding what drives that popularity that online casino businesses need to tap into.
Convenience
The biggest advantage that mobile play has over a computer is the simple matter of convenience. People typically think of this type of convenience as being able to play the slots while sitting on the train, commuting to work or down the pub.
However, most online gambling is actually done from home. Even just being on the sofa or in bed provides convenience as players only need to pull out a mobile phone rather than having to get up and switch on a computer.
Demographics
Mobile devices are used more by younger demographics, who are more tech-savvy and familiar with technology thanks to both their education as well as employing technology for recreational use. As a result, online casinos have had to shift their own appeal through branding and marketing, to make sure younger adults are covered.
Casinos have had to adapt to player behaviour too. Younger players on mobile phones are more likely to play for short bursts and take a more microtransaction-based approach, whereas older players are more inclined to take their time and plan out a gambling session.
Online casino businesses must cast their net of marketing to a much broader spectrum of people now. That includes staying relevant with social media accounts and features such as push notifications to engage with customers.
The hand of technology
Then there is the technology itself. Older non-smart phones, which were recently labelled dumbphones, simply weren’t built for playing innovative slot titles. However, that’s all changed with touchscreen smartphones and vastly improved technology, which allows for the smoother running of more resource-intense gambling options like live dealer streams.
Mobile technology has also impacted the way that casinos handle payments and withdrawals. Bank transfers and bank cards are no longer seen as being enough, because of the popularity of digital wallets.
As e-wallets rely on mobile phones, it’s a convenient way for players to link to a gambling account and load funds. Businesses can lose potential customers by failing to have a range of deposit options.
The changing face of gambling platforms
Casino interfaces have had to change to be compatible with mobile devices too. Mobile versions of websites mean that compatibility is strong between both desktops and mobile phones, and there’s no need for separate interfaces and things like extra plugins.
Some operators have created apps too, because not only do they offer further strong branding and visibility, but they provide streamlined convenience. As they can store user data and preferences, apps offer players a more tailored experience and add further layers of security like encryption, two-factor authentication and facial recognition.
Mobile on the move
Players don’t think twice about what it takes behind the scenes for online casinos to deliver high-quality platforms. Frankly, the player doesn’t care too much as long as they can enjoy secure, user-friendly, functional platforms.
The evolution of mobile play is still ongoing as businesses and players continue to adapt to new technologies like augmented reality and crypto. It’s already been hugely impactful, and by embracing it, operators can leverage as much customer acquisition power as possible.
