Previously, to place a bet, you had to either go to a betting shop with your passport or sit down at a computer and log into a website. It was a ritual. But now? Just take your smartphone out of your pocket, and you’re on the bookmaker’s platform. Sitting in the park, riding the bus, or lying on the couch at home—it doesn’t matter, the app is always at hand. This has made betting widely accessible. The number of people who have tried betting has increased exponentially, thanks to the rise of mobile betting.
Impact on the Betting Market
For bookmakers, this is, of course, a boom. Customers have become much more likely to bet, simply because barriers and friction have been removed. Previously, people might have been too lazy to go to a betting shop or turn on their computer, but now laziness is no obstacle; everything is too convenient. Users get access to various offshore sportsbooks.
Many spontaneous bets have emerged: they see a goal on TV, immediately open the app, and bet on the next goal. Or friends are arguing among themselves, take out their phones, and immediately place a bet to whet their appetite. In other words, player engagement has increased incredibly.
New Opportunities for Players
The most obvious advantage for players is live betting. Of course, live betting was possible even before smartphones, but the mobile format has taken it to a new level. Now you can sit at the stadium, watch a match, and place a bet as it plays, right from your phone. It’s the ultimate experience, as it were. Additionally, online sports betting apps often send push notifications, such as reminders that your favorite team’s match is about to start, and offers to place a bet. Or they provide personalized promotions, such as “Get a free bet, bet on such-and-such a match.” This level of personalization and efficiency was previously unheard of.
Another point is streaming and statistics right in the app. Many bookmakers have integrated video streams of matches, live statistics, and graphical infographics to enhance the betting experience. Essentially, the app has become not just a place to place a bet, but a full-fledged platform for the fan: you can watch the match, place a bet, and study the statistics – all in one place. This also significantly retains players in the bookmaker’s ecosystem.
Psychological Aspects
The mobile app has removed the psychological barrier. Previously, betting meant going somewhere, delving into the details, registering, and all that complexity. But your phone is always with you, and the app looks like a game or a social network—you press a few buttons and you’ve already placed your bet. Many people, especially young individuals who grew up with gadgets, have come to betting through apps. It’s more familiar and understandable for them.
By the way, the proportion of female players has also increased. Former “betting shops” were predominantly male, and the atmosphere was unique; not every woman feels comfortable there. But the app is a neutral environment; no one judges or looks askance. You see, women are now sharing their bets and predictions on social media. So the audience has become broader and more diverse, that’s a fact.
Benefits for Bookmakers
Now, every self-respecting bookmaker has an entire IT department dedicated to developing apps for iOS and Android, as well as monitoring and updating them. But these investments pay off handsomely. The lion’s share of bets now goes through mobile channels. For some companies, it’s over 80% of turnover.
- An app helps retain customers longer: they visit more often, receive instant notifications, and become more engaged. Plus, it’s marketing: the app can display promotions, bonuses, and personalized offers specifically for this user, and collect analytics on their actions.
- And, quite simply, as long as someone has your bookmaker’s app installed on their phone, they remember you every day. An icon on the screen is already a form of advertisement. You’ll agree that the chances of them placing a bet are much higher without the app.
As a result, mobile has significantly increased loyalty and betting volume.
Is the Future in Betting Apps?
The trend is that offline betting is losing ground to online betting year after year. Many bookmakers are closing parts of their betting shops and cutting cashier staff – because everyone is on their phones. But it’s impossible to say that betting shops will completely disappear.
There is, after all, a category of players who enjoy face-to-face interaction and atmosphere. For some, visiting a betting shop is akin to going to a bar: sitting, chatting, and watching a match together. Additionally, some people struggle with gadgets; they find the old-fashioned method easier.
However, the new generation is unlikely to visit these shops anymore. Why bother when it’s faster to use a smartphone? In 5–10 years, most bets will be placed online, and betting shops will remain a niche service for traditional players or those who prefer an in-person experience.
It’s hard to imagine anything more revolutionary than smartphones, to be frank. Perhaps new technologies, such as augmented reality or integrating betting directly into broadcasts, could be explored. They’re already testing this, allowing you to press a button on your remote control and place a bet while watching a match on a Smart TV. Perhaps voice betting via voice assistants—you can tell your speaker, “Bet a thousand on Liverpool to win,” and it’ll do the rest. Who knows?
