Playtech rolls out new mobile iPoker strategy

HTML5 and native-developed apps to complement poker network’s latest download client after admitting poker lags behind wider gaming development

Playtech’s iPoker network has introduced new mobile poker apps after admitting that the vertical has lagged behind the development curve.

New HTML5 and native-developed applications for both smartphone and tablet devices have been released to select markets in recent weeks prior to a wider launch, which iPoker head Joerg Nottebaum told sister publication eGaming Review was in the process of being completed.

Nottebaum added that the new apps had been designed to replicate the experience of the poker client, which had involved the redesign of graphics and table themes, and that uptake of the mobile products is expected to be high among iPoker licensees.

“It’s a long process but we expect all our licensees to take this mobile product because everyone is aware how important mobile is for boosting player acquisition,” he said.

The iPoker apps have been released after Nottebaum said that poker had fallen behind other verticals with regards to the mobile curve after operators had prioritised revenue over acquisition, with player values still higher on desktop than on mobile.

“mobile is not a game-changer in terms of revenue for poker, which will mostly stay on the download client mainly, but when it comes to player acquisition and to make poker accessible, mobile is obviously key to that,” Nottebaum said.