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Superbowl suggests that m-gambling is on the up in the US and UK, study shows

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The Kansas City Chiefs, J.Lo and Shakira weren’t the only winners of this year’s Superbowl. US bookmakers also walked away victorious.

Gambling still remains a taboo subject in the US and varies in legality depending on the state you’re in. In the UK, gambling continues to be clamped down – most recently with the ban of credit card usage on betting apps.

This year’s Superbowl suggests that the US is going in the opposite direction, with the emergence of sports betting as a force to be reckoned with – spurred on by the continued growth of mobile apps.

App Annie, the mobile app data analytics provider, reveals that FanDuel Sportsbook was the #1 sports betting app on iOS in the US during the week of Jan 19, 2020 in the lead up to the Super Bowl. As of Jan 23, 2020, the app hit #3 for daily iPhone downloads among Sports apps in the US, its highest daily rank in the last 365 days. Draftkings Sportsbookanother popular US sports betting app, saw downloads of its IOS app exceed 10,000 on Super Bowl Sunday in the US, up 250% week on week.

App Annie’s latest 2020 State of Mobile report revealed how sports fans are turning to mobile in their droves to stream big matches. Globally, megabytes consumed grew 75% in 2019 from 2 years prior and time spent in Sports apps grew 35% over the same time period. On the day of the Super Bowl, Fox Now and Fox Sports were the #2 and #3 apps respectively by daily downloads. Nearly 325,000 Americans downloaded the apps as they turned to mobile to stream the game,

As well as betting, the Superbowl is associated with big money halftime advertising. This year, Doritos integrated mobile into its advertising campaign with an app called Sway: Magic Dance that lets users transpose themselves over the advert’s characters, using AI, in TikTok style videos. The app saw nearly 80,000 downloads of its iOS app on Super Bowl Sunday in the US, up from 3,000 the day prior.  It’s no surprise to see massive brands increasingly integrating mobile in advertising, App Annie’s report estimates that mobile ad spend will hit $240B in 2020, compared to $190B in 2019.

As well as highlighting general mobile macro trends, the report hones in on the following verticals:

  • Gaming
  • Finance
  • Retail
  • Streaming
  • Social

From the runaway success of TikTok to the high stakes streaming war, the report provides context and identifies the trends set to shape 2020 and beyond. Read the full report here

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