The development of successful apps in the igaming sector was among the topics of discussion at SiGMA East Europe this year.
In a keynote at the event in Budapest, Hungary, Mariusz Gąsiewski (pictured), CEE mobile gaming and apps lead at Google, explored how growing engagement, building quality and trust and acting on data and value are vital to crafting popular apps in igaming.
Gąsiewski explained to listeners at the Hungexpo Budapest Congress and Exhibition Centre that Google’s research underscores the critical nature of the first 25 minutes of the user experience.
A successful app strategy should prioritise a positive first-time experience that encourages continued engagement, not just a one-time action, he said.
“It’s crucial to ensure that people understand what is fake and what is real, especially in the igaming space, where trust is already a significant issue,” Gąsiewski added.
To build trust, he said, apps must provide a high-quality experience that is reflected in user ratings, with higher ratings serving as social proof.
As for acting on data and value, Gąsiewski said the shift towards value-based strategies is becoming increasingly prevalent, particularly in gaming categories like slots.
“It’s not about acquiring users for the app, but more about acquiring the right user at the right time, focusing on high-value users rather than just sheer volume.”
