1st of May 2013 Author: Glo Wood
The UK land and online gambling giant William Hill plc decided to shift focus to mobile activity and apps in view of the increasing popularity of mobile betting and a consequent decline in use of desktop computers. The company's new strategy will be implemented with the assistance of the affiliate marketer TradeDoubler, the official statement confirmed earlier this week.
"The onus is constantly shifting towards mobile. The unstoppable rise of the smartphone and the tablet is proof of this. Our customers demand a high quality mobile service from us and making sure that they can discover and download our range of apps is our top priority,' said Kate Miller, PR director, William Hill.
'Tradedoubler has a proven track record in the mobile space, so we're confident it'll be able to increase traffic to our mobile site as well as encourage customers to enjoy the convenience of betting, casino and bingo apps on their mobile and tablets," she explained.
TradeDoubler agreed to an exclusive mobile affiliate partnership aimed at encouraging punters to visit the Will Hill mobile site and help them to discover its selection of useful apps.
'Mobile betting is growing at an exponential rate and consumers now favour this option due to its speed and simplicity. William Hill is a major player in the online betting industry, so we're really excited about helping them drive mobile traffic and showcase their mobile app,' said Neil Ranatunga, head of mobile at TradeDoubler UK & Ireland.
'We're also pleased to add them to our growing list of clients focusing budget on the affiliate channel to help deliver their app marketing strategy, utilising our unique expertise in this area. Companies that don't have a mobile presence will find themselves falling behind the curve, so it's vital they have a mobile site that is accessible to users. Getting customers to access the mobile site is the first step to reaping the benefits of this lucrative channel,' Ranatunga added.
The latest survey carried out by TradeDoubler and Forrester Consulting has confirmed that over 50% of mobile users in Europe and the UK who have made an initial purchase via the channel, come back for more, accessing services on a regular basis.
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