Symposium: Racing Apps Need to Connect

As wagering outlets, racetracks, and other industry entities enter the mobile market, it is important they listen to customers' needs and take care to make sure new apps address those wishes.

That was a core idea during a panel presentation Dec. 10, in Tucson, Ariz., during the Global Symposium on Racing & Gaming sponsored by the University of Arizona's Race Track Industry Program.

Hai Ng, a technology expert and partner at Neomancer LLC, said most companies know that thorough testing of a new app with potential customers is needed but not all of them take the right approach in the process. He said some companies become too attached to features they want to emphasize.

"You want to listen with open ears," Ng said. "If you're looking for a particular result, you'll hear that. But you want to be really listening to what the customers are saying and deliver that."

Eamonn Toland, president of bookmaker Paddy Power, said creating an app that's easy to use and has the features that customers desire requires a lot of effort. But it can make the difference between an app that connects with people and one that is ignored. 

"The answer is it takes a hell of a lot of work to make it easy to use," Toland said.

Toland added that apps have to be tailored to the platforms on which they'll be used.

"There's a significant difference between an IPhone and IPad," Toland said. "You need focus groups, to see how people use them."

As an example of a feature customers love, Toland said Paddy Power has an app feature that allows players to wave their mobile device at a televised soccer game and wagering options for that event immediately come up.

The payoff of that work is a platform that reaches the younger demographic racing craves. Toland said while users range in age from 18 to seniors, players in their late 20s or early 30s are the sweet spot. He said this demographic expects quality, easy-to-use mobile options for wagering. 

"So much of their life is online right now, to not have the ability to bet within arm's length would just be insane," Toland said.

More than 50% of Paddy Power's business now comes from mobile platforms. U.S. outlets also have enjoyed some success with mobile applications. For the six months ending Oct. 31, TVG enjoyed a 15% spike in handle that it largely attributed to use of its mobile device.

Ng added that a strong mobile platform is critical today. 

"If you don't have mobile, there's an entire segment of the population that you'll never reach," Ng said.

Mobile game developer John O'Neill of Spark Plug Games said when companies work with a third party to develop an app, or even work within a company to develop an app, it's important to have people that understand what the company is looking for from the app and what the technology people are doing as the process moves forward.

"You should at least have one or two people that are experts on the technology to serve as a conduit," O'Neill said.

Ng said those experts are especially important with third party developers.

"There are people out there who will take you for a ride, no question. But there also are people out there that will do a great job," Ng said. "You have to manage without micro-managing."

"I think the dilemma most people have is where to begin," Toland said, noting that even with third party, close supervision by Paddy Power was required throughout the process.

Once an app is completely ready to launch, the panel said because of the younger customers, it's important to keep that demographic in mind when marketing the app.

"Embrace snark, they respond to that," moderator Vin Narayanan, editor-in-chief of Casino City said of the demographic. "It doesn't come easily, the initial reaction is that it's not going to work. But it's the market you're trying to reach. They're snarky about things they shouldn't be snarky about, and snarky about silly things they should be snarky about."