Betfair has gotten into the Apple app business and has launched a new gambling application for the iPad. For those mobile gamblers in the U.S., no need to get excited and search long hours in your iTunes store, it is not available in the United States.
This app has only been launched to the residents of the UK and Ireland. The Betfair app uses GPS to make sure the bets are being placed from the proper region. According to Charles Palmer, head of mobile at Betfair,
“There were no terms and conditions about gambling. We approached Apple with the proposal and our app, showing it does the normal KYC and age verification. We have also added the ability to locate where the customer is. It can tell if you are in the UK or Ireland, and if you’re not, it won’t function. We put that in there as an extra precaution – they (Apple) didn’t request that.”
Palmer goes on to say that thanks to the high tech innovations of the iPhone, customers using the mobile app will have the same core functionality as they would from the main Betfair site.
“The iPhone, touch-screen devices, smart phones, have picked up massively, and every manufacturer is desperately trying to catch up with Apple. The iPhone and the associated knock-on effects are fantastic for the gaming industry.”
This is just an added bonus to Betfair who, according to Palmer, brought on board 40% new mobile users last year which added 50% to the bottom line in mobile revenues. Now add in the new iPhone app and expectations for mobile revenue this year is running high.