Best Practice

Improving Mobile Casino Performance

By Econsultancy,

Aimed at mobile casino operators and those interested in the mobile casino space, the Improving Mobile Casino Performance report covers the areas of user experience, marketing and technology and presents a maturity model against which operators can benchmark their performance. It also provides more than 50 recommendations for mobile casino operators. Mobile professionals looking to learn lessons from the mobile casino industry will also benefit from this research.

The research, carried out in association with IGT, was based on expert user experience reviews across more than a dozen mobile casino sites along with in-depth interviews with mobile casino operators.

Highlights include:

  • The importance of high quality game icons
  • Number of games offered on each mobile casino site
  • How operators are approaching cross-selling
  • iOS vs Android technology
  • The Mobile Casino Maturity Model

“In our research we found that many casino operators were ahead of the curve when it comes to best practice on mobile. However, the industry suffers from the many of the same issues and challenges that other businesses face when it comes to optimising marketing and user experience for a mobile audience.

“Those that adopt agile processes in both their marketing and technology efforts are those who will be prepared for the next round of disruption when consumer behaviour changes yet again.”

Andrew Warren-Payne, Senior Research Analyst, Econsultancy 


About the authors

Celine Garvey

Celine has over five years of success optimising customer experiences in online gambling through interaction design and design research. As Senior UX Researcher with Paddy Power, she leveraged insights gathered from user research, analytics and subject matter experts to identify product opportunities.

Celine has a solid foundation in user-centred design and approaches design problems with creativity and analysis. She has 12 years’ hands on experience working with all stages of digital product design and development.

Andrew Warren-Payne

Andrew is a senior research analyst at Econsultancy where he works on producing industry-leading research, briefings and best practice guides for the digital marketing industry, including the User Experience Survey Report. In addition to this, Andrew has helped a broad range of organisations develop their marketing strategies through bespoke research and analysis.

Prior to working at Econsultancy, Andrew worked with start-ups in both London and Seattle with their digital marketing efforts and worked as an independent affiliate marketer.

Table of contents

  1. Foreword from IGT 
    1. About IGT 
    2. About Econsultancy 
    3. About the authors 
    4. Methodology
  2. Executive Summary and Highlights
  3. User Experience of the Mobile Casino Lobby
    1. Mobile behaviour groups
    2. Quality of game launch icons
      1. Icons with good image quality
      2. Icons with game information
      3. Icons with game view
    3. Content vs. navigation
      1. Content first, navigation second
      2. Mobile design trends outside of gaming
    4. Path to game play
      1. Layout
      2. Game findability
    5. Game categorisation
      1. Casino taxonomy 
    6. Personalisation
      1. Recently played lists
  4. Marketing
    1. Sign up bonuses
    2. Cross-selling
    3. Cross-sell promotions
    4. Cross-sell from desktop to mobile
    5. Cross-sell between Apps
    6. eCRM and acquisition channels
    7. Mobile-friendly email marketing
    8. Push notifications and SMS marketing
    9. Paid search
    10. User life journey
  5. Technology
    1. iOS vs Android experience
    2. Native, hybrid and web app
  6. Conclusion
  7. Resources


  • Pdf SAMPLE: Improving Mobile Casino Performance (1.75 MB PDF)
  • Pdf Disabled Improving Mobile Casino Performance (3.5 MB PDF)
  • Powerpoint Disabled Presentation: Improving Mobile Casino Performance (28.8 MB Microsoft PowerPoint)

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