Inside Asian Gaming

inside asian gaming October 2016 16 Instead of hit-or-miss self- created mobile apps, casinos may be better off fostering chatbot and other multimedia messaging solutions. No App! shows that nearly 90% of people use the iPhone for e-mail and nearly as many have a smartphone in order to access social media. Surprisingly, what they are evidently not using the phones for are mobile apps. In fact, nearly 80% of mobile apps are abandoned after their first use according to a study by SAP. So, after spending tens of thousands of dollars carefully planning apps for customers, four out of five people who download it will use it only once before deleting it. This phenomenon is going by the name of “app fatigue.” APPLIED MATH App fatigue is even more frightening when you consider that only a subset of customers will ever download the app and an even smaller amount spend any time on applications outside of “main media” apps such as Facebook, Google, Instagram and of course e-mail. To analyze this further, let’s consider the data as it applies to casinos (note that this app adoption rate is an estimate based on the authors’ interviews of multiple executives in gaming): Percentage of casino customers that own a smartphone: 64% Percentage of casino smartphone owners who use the device for e-mail: 58% Percentage of casino customers that download a commercial app from the property (usually 10% of those with a smartphone): 6%. Percentage of casino customers who will use the app beyond its initial download (usually 20% of those that installed the app): 1% Features By Andrew Cardno and Dr Ralph Thomas A ccording to recent reports around 1.1 billion people in Asia-Pacific and 200 million Americans are now smartphone owners – and for many these devices are a key entry point to the online world. These numbers represent a remarkable adoption rate over the past few years. What is even more interesting is that the usage is concentrated in younger users; we can only expect this number to gradually increase to the day where virtually everybody has a smartphone. So, what are people doing with these incredible devices? Research