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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

Desktop Download Clients May be Becoming Extinct – But How Do You Optimize for Download Right Now?

Gaming clients frequently ask us whether we can optimize within download client environments to test and enhance the customer experience. The simple answer for most providers of optimization software is typically NO as these environments tend to be bespoke browser environments that do not support javascript or cookies.

What does this mean in business terms? Once a customer has started downloading a casino or poker client it is not possible to optimize or track the pages/experience within it. Whereas if a customer is on a website and clicks ‘register now’, then that is exactly where MVT technology works well.

As measurement is key to everything that we do at Maxymiser we have developed different options for downstream tracking via bespoke cookie setting or integration with web analytics packages. Downstream tracking allows our clients to measure the effect that changes to CTA’s, messaging, bonus or proposition on splash/landing/download or homepages might have on registration and first deposit conversion along with Average GGRs.

This means that, even in a download client environment, measurement, analysis and optimization is simply business as usual for us.

An HTML5 Future

Although the above is extremely important right now, as time passes – i.e., within the next year to 18 months – it may well become a moot point.

It is estimated that as much as 60-70% of revenue will soon come through the mobile channel, if it isn’t already. With a drive towards a ‘mobile first’ strategy, flash is rapidly becoming redundant and games are developed in HTML5 for web and mobile.

Indeed, HTML5 Poker and Casino sites have either been released or are set for release in 2013, with King.com and PaddyPower being early pioneers in mobile gaming – in King.com’s case – as many as 55 million daily players. Likewise, SkyVegas’ HTML5 portal is developing rapidly and is quickly delivering a significant percentage of daily play.

What does that mean for optimization? It means that all actions are trackable in session in real time and experiences can be personalized by click, tap or swipe as they happen. That’s right; HTML5 opens the door for optimization to go across both desktop and mobile sites to finally create a seamless customer experience but also optimization as business-as-usual across any site/device.

Mobile First

With the rapidly increasing importance of mobile optimization – we are planning a series of blogs to consider the different aspects & complexities of user experience testing in this environment. Our next blog post will consider in game testing and optimization.

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