Executive Summary

Paddy Power is one of the biggest, most successful bookmakers with a range of retail, online, telebetting and mobile betting services. The company markets its services in the UK, Ireland and Australia and is listed on the Irish and London Stock Exchanges. Paddy Power believes betting and gaming are firmly rooted in the leisure and entertainment space. As such, their mission is to make “risk-based entertainment” accessible and fun. Paddy Power was early to market with mobile and has continued to improve their offerings in both the gaming and gambling markets.

The Challenge

With 81% of Paddy Power earnings generated online in 2011, reaching maximum audience is vital for Paddy Power’s business. That means reaching all mobile customers irrespective of device. Given the critical and fast paced nature of “risk-based entertainment” and the variety of mobile handsets available where mobile betting is legal, Paddy Power’s Web sites must deliver the best possible user experience to the widest variety of mobile phones.

To continue making its services available to customers on an “anytime, anywhere” basis, Paddy Power needed a device detection solution that would allow them to serve the optimum content to their customers according to their device.

The DeviceAtlas Solution

Paddy Power chose DeviceAtlas™ to deliver a compelling mobile service for its customers. DeviceAtlas is the world's most comprehensive database of mobile device information, offering multi-sourced data for maximum reliability and depth of information. To incorporate the wealth of device data that DeviceAtlas offers, Paddy Power created a local application that uses the DeviceAtlas API to handle mobile phone profiling in real time. The server then serves the appropriate version of the site to the user according to the device type as profiled by DeviceAtlas. According to Ciarán McGeehan, Mobile Services Manager for Paddy Power Mobile, “The range of detailed mobile device data available, combined with the support of DeviceAtlas' industry partners and investors, prompted us to select DeviceAtlas as our preferred solution.”

When building their mobile Web site, the Paddy Power development team also made extensive use of a free mobiReady.com service to test the site for W3C mobile compliance.

Results

Since launching http://paddypower.mobi, Paddy Power Mobile has seen a signifcant increase in traffc from mobile devices. More than 300 different types of mobile devices now regularly connect to http://paddypower.mobi to use the Paddy Power mobile Web site. As of August 2011, some 81% of Paddy Power earnings are generated online with mobile being a strong driver of growth. Mobile sportsbook turnover was up 279% with 35% of active customers transacting via mobile.