Although mobile betting continues to be one of the most talked about gaming channels, it is still generally considered to be a niche activity. Now, in an effort to quash rumours that mobile gambling is a non-starter, two industry observers have stated that, when correctly applied, it can become a creditable and profitable addition to your business.

Speaking at the BetMarkets show that took place earlier this month in Vienna, Austria, Christian Rajter, CEO of Mobenga, and Lars Söderlund, business development officer for NordicBet, took an in-depth look at mobile gaming.

"To me, the term ‘mobile’ does not refer to a device or product," said Rajter. "It is a distribution channel, a way of reaching your customers through a device. It is unique in that it is the only distribution channel that is carried by consumers at all times."

Söderlund added: "The main reason we began looking into mobile gaming is for the customer. The technology is now there for operators to create an effective and efficient mobile offering. The question is: are you ready?"

Söderlund noted that consumers are increasingly using mobile devices for information, and that puts pressure on operators to generate good content. However, once this has been achieved he said this new revenue stream could be used to effectively introduce new behavioural patterns such as impulse betting.

"However, you must know your limitations," Rajter added. "Commit to a long-term strategy. Don’t get ahead of yourself, thinking the mobile sector is going to account for 70 per cent of your revenue in the first year."

Although there are many pitfalls when it comes to establishing a mobile presence, the two speakers agreed that the channel yields many rewards. "The churn rate is extremely low," said Söderlund. "Those who decide to go mobile stay mobile."