Despite investing heavily in mobile, only 26% of gaming companies are making collection of mobile phone number mandatory for customers and only 10% are using SMS for bets in-play.
Research conducted by mobile intelligence and SMS platform provider, Dynmark shows that despite 89% of gaming companies claiming to use SMS proactively to send welcome messages and encourage registration to deposit, only 10% are using it for time-critical promotions such as bets in-play.
The research, released to coincide with this week’s ICE Total Gaming 2013 Conference reveals that with competition intensifying, gaming companies have yet to master the art of sending the right SMS messages to the right customers on the right devices at the right time.
According to the research, SMS is used by 84% of respondents to send promotional messages to drive online traffic and footfall.
However, 74% of survey respondents admitted that ‘mobile phone number’ was not a mandatory field on their registration form and only 53% claimed to proactively collect mobile phone numbers from customers whose numbers they don’t already have.
79% of survey respondents claim to have successfully integrated their SMS marketing into their CRM and playing systems showing that 21% still have a job to do.
Paul Putman, CEO of Dynmark commented, “SMS is the only way to reach your customer instantly, where ever they are. Given the intensity of competition in the gaming market and the amount of investment flowing in to the mobile channel, it’s astonishing that SMS is not being exploited more than it is.”
“There seems to be so much attention placed on getting mobile apps to work that companies seem to be missing major quick-win opportunities to engage their customers and drive repeat business with intelligently targeted SMS marketing.”
Fifteen of the UKs top thirty gaming companies were surveyed in January 2013 to understand the use of SMS within the UK gaming market. The research report will be launched at a gaming industry dinner in London on Tuesday 5th February and will be available from the Dynmark website from Monday 11th February.
Notes to the editor
About Dynmark
Dynmark is a global cloud mobile messaging and marketing service provider. The foundation of the company's service offering is the business-class Dynmark Messaging Cloud for B2C integrated (SMS+OTT) mobile messaging working with leading clients to deliver dynamic mobile marketing solutions.
Clients can control their own customer mobile interaction using Dynmark’s cloud-based portal, or utilise the strategic full-service mobile marketing agency offering, via Dynmark agency.
The Dynmark Cloud Portal is the primary interface for interacting with any Dynmark service. From the portal you can gain access to all services and solutions and also where you can purchase or sign up to additional services.
For more information visit: www.dynmark.com