Paddy Power is already a market leader when it comes to mobile technology, with their mobile sports betting and casino gaming covering a multitude of mobile websites and dedicated apps, but one area in which the company also shines is social interaction. Now, that social platform looks set to become the core of their next expansion plans in the United Kingdom market.
The company is definitely in a great position to capitalise on social as it is by far the most “liked” and “followed” of the major betting brands. Their unique mix of irreverent humour and social only special offers has led to the company boasting more than a million Facebook fans – more than twice the amount of any other major national gambling company.
Patrick Kennedy, Paddy Power’s Chief Executive, puts those statistics into perspective, saying: “Every male over the age of 18 in the United Kingdom is connected to a Paddy Power fan on Facebook.” He puts this down to the fact that the group has a proven ability to interact with players and generate engaging content – a quick glance at the Paddy Power Facebook page shows that not only do they post regularly, but the staff are also always quick to jump into the comments section too and that is something that is by no means a regular occurrence for corporate pages.
The company’s first step into expanding their social reach also marks a first for the industry, coming in the form of Paddy Power In Play. The package was developed in house and will be available to UK players of legal age as a dedicated Facebook app. The app will not only use real money and allow bet placement, but will also include a key social element with punters able to share their bets and comment on others, although stakes and winnings are of course kept safe from prying eyes.
Kennedy continued: “We think the game will add a level of social engagement to online betting and will give customers visibility of, and the opportunity to engage with, other users. For the operators that will be able to get this right, Facebook will be a huge opportunity.”
As is increasingly becoming the case across the casino industry, Paddy Power views Facebook primarily as a mobile opportunity and has a team of twenty developers in place to ensure that the new product works seamlessly across all platforms. This will come as absolutely no surprise to anyone that viewed their recent financial results, with mobile gambling across sports betting and casino gaming increasing by more than 250% year on year. More than two thirds of the company’s sportsbook players placed a bet on their mobile and the company is also seeing strong mobile growth in two of their other key markets, Italy and Australia.
With social casino games already a big buzz word, we wouldn’t bet against Paddy Power taking to Facebook with their selection of proprietary games in the near future, so stay tuned for what is undoubtedly an exciting time for social players.
Paddy Power isn’t the only one that is going social either. The Mr Gamez Facebook and Twitter communities are growing by the day and enjoying special features, game previews and much more. Be sure to like and follow us for all of the latest updates on your favourite casino games!