Mobile vs. desktop
Some games perform better and rank higher on mobile than desktop. iGaming Tracker's Ken Muir digs into the factors driving this
Mobile’s emergence as the main platform for online casino content poses several challenges to both casino operators and casino games suppliers. Some of these are similar to those that come with desktop content, but some are unique to mobile games. These include:
• Casino games on mobile use HTML5 — legacy games developed on Flash need to be converted to HTML5;
• As the word mobile suggests, customers will use their devices in a variety of locations. Consequently, bandwidth will be more variable on mobile, meaning the file size of a game is more important;
• Related to the file size is the reliability of the service of games — do game launches work properly?
• The type of game that is popular ‘on the move’ using a phone is sometimes different to the type of game popular on desktop;
• For casino operators the design of the page is critical — fewer game thumbnails being shown on the mobile screen means potentially less choice.
We tracked more than 40 casino pages in the UK on both a desktop and mobile browser. In some cases, the web page URL is identical, in some cases the mobile version is a specific mobile URL. We tracked the top 20 positions of each page every day during the month of June.
The rankings are based on the aggregated days the games are present in the positions.
Games that seem to over-index on mobile browsers include Blueprint games such as Fishin’ Frenzy and Genie Jackpots. NetEnt games such as Guns N’ Roses and Asgardian Stones also seem to be more prominent on mobile.
There will be various reasons for this, but one of the factors could be the file size of these games, which make them more mobile-friendly.
Game file sizes
The following chart shows the file size of the 20 top ranking games. The file size is ‘uncached’, i.e. launching the game for the first time. There is a wide range of file sizes of these 20 casino slot games, ranging from 3.1MB to 36MB.
The games that are small in file size are usually the ones that over-index on mobile browsers. NetEnt games are particularly small.
Casino pages are almost exclusively designed around a grid-like structure to accommodate the thumbnail images of the games. This presents a challenge on a mobile screen. Some sites use basically the same structure as their desktop site but with subtle changes, for example Sky Vegas and LeoVegas.
Others completely change the structures, typically using two thumbnails per row on the screen. Some have m. sites for mobile, for example, Bet365 Vegas and Casumo, which have completely different pages. Sky Vegas’s desktop has largely the same design, but when in the mobile browser the content is different.
This is an extract from this month’s iGaming Tracker analysis available as part of the iGB Intelligence Centre. You can request a free trial here
iGaming Tracker – how it works
iGaming Tracker tracks hundreds of casino sites worldwide every day. From this data it can ascertain which games are on which sites and where they are positioned on the pages. It can also measure the market share of casino games suppliers by percentage of “real estate” on casino sites at any given date.
For more information visit www.igamingtracker.com or email firstname.lastname@example.org