Paddy Power launches personalised app to boost mobile revenues

Paddy Power is launching an advertising campaign to promote what it claims is the “world’s first fully personalised sports betting” app as part of a wider game plan to boost digital revenues through mobile gaming products.

Paddy Power is promoting the speed of use of its latest mobile app to encourage people to download it.

The bookmaker has created a “Messenger” app that lets users choose which sports they receive from news and updates for placing bets. Features include, live text commentary on football matches, account balance updates,information on the latest odds as well as the option to withdraw cash. The app will also push exclsuive Paddy Power promotions relating to each sport.

A nationwide campaign, created by IF Agency, is being rolled out across newspapers, outdoor and online this month touting the service as a way for users to stay one step ahead of other gamblers. The ads aim to encourage both new and existing Paddy Power customers to download the app by playing up how fast it makes placing bets.

The move is the first of a new wave of in-house developed mobile products Paddy Power is planning to launch in the coming months. The betting company saw revenues from mobile double in the first half of 2013, accounting for two thirds of its 1 million active sports betting customers. It is currently changing how it markets its mobile gaming apps within Apple’s App Store to a more brand led approach through search optimisation in order to increase downloads.



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