Paddy Power is making an aggressive move on the rapidly growing mobile market by enhancing its ability to cross-sell products within existing apps. It’s an innovative strategy that plays on the customer’s desire to simplify and centralize their igaming app and e-wallets.

In a recent interview with EGR Magazine, Paddy Power’s head of online operations Peter O’Donovan described the new approach:

We are working on how you launch different apps from within apps. We benefit greatly from offering a single wallet but there are elements of usability we need to improve.

Within the confines of a smaller screen we want to allow the customer to consume the primary product they are using but at the same time cross-sell another product as well.

Making life easier for tablet users is an excellent strategy given the massive growth in that sector of the igaming business.

Paddy Power has seen its mobile profits skyrocket by 250% in the first half of 2013 when compared to the previous year’s earnings. All that growth was bolstered by a plethora of new offerings including over 40 new mobile casino games (14 of which were developed in-house) and several tablet-specific apps aimed at the iOS market.


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