For years, “mobile-first” has been the golden rule of iGaming product strategy. And for good reason: smartphones now account for the majority of bets placed worldwide. But focusing exclusively on mobile risks oversimplifying how players actually interact with betting and casino platforms.
From registration and payments to game discovery and account management, the player journey increasingly spans multiple devices. That’s why forward-thinking iGaming operators are starting to look beyond mobile-first — and adopting an every-device-first approach designed to deliver a seamless, consistent experience wherever players choose to engage.
Mobile Dominates Bets, Not the Full Player Journey.
There’s no question that mobile devices have reshaped how people place bets online. Across the iGaming industry, smartphones now dominate wagering activity, particularly in sports betting and live casino play. Industry data consistently shows that around 75–80% of bets are placed via mobile devices, driven by convenience, in-play betting, and always-on access [Scaleo].
This dominance explains why “mobile-first” became the default strategy for iGaming platforms. However, where bets are placed tells only part of the story. The broader player journey extends far beyond placing a wager — and that journey is increasingly multi-device.
Recent research shows that 72% of online gambling users interact with iGaming platforms across more than one device during their gaming lifecycle, switching between mobile, desktop, and sometimes tablet depending on context and intent [Zipdo].
Mobile tends to dominate fast, transactional moments such as in-play betting or quick spins. But players frequently move to larger screens for activities that require more time, attention, or clarity — including registration and KYC, game discovery, bonus management, payments, and responsible gambling settings. These touchpoints play a critical role in shaping trust, satisfaction, and long-term engagement.
In other words, while mobile leads bet volume, the overall player experience spans multiple devices. Operators that design exclusively around mobile risk creating friction at key moments of the journey — moments that directly influence retention, lifetime value, and brand perception.
Every-Device First Improves Retention and Lifetime Value.
A seamless, consistent experience across devices doesn’t just make players happier — it has measurable business impact. When platforms work intuitively across mobile, desktop, and tablet, users engage more deeply and stay longer, which directly influences two of the most critical KPIs for iGaming operators: retention and lifetime value (LTV).
Research across digital platforms shows that customers who experience consistent engagement across multiple devices and channels can deliver substantially higher value. One study found that users with unified experiences across devices often exhibit up to 37% higher lifetime value and 23% greater purchase frequency than users confined to a single channel — highlighting how cross-device continuity deepens engagement over time [Rajiv Gopinath].
In the context of iGaming specifically, strategies that treat the player journey holistically — syncing wallets, preferences, progress, and offers across devices — correlate with significant improvements in player metrics. According to industry analysis, omnichannel iGaming approaches can increase lifetime value by around 28%, boost customer support satisfaction to 97%, and reduce churn thanks to uninterrupted gameplay and personalization [InTarget].
Retention is especially crucial in iGaming: studies show a large share of players actively switch platforms when they find better experiences elsewhere. In fact, nearly 28% of players change platforms at least once a month, underscoring just how volatile loyalty can be [Gamesbras].
When operators ensure a player’s balance, preferences, and progress travel with them — whether moving from an evening desktop session to mobile during a commute or vice versa — they remove friction and strengthen habitual use. Higher retention not only increases the lifetime value of existing users (reducing the need for costly reacquisition) but also transforms satisfied players into organic promoters of the platform.
In a competitive market where acquisition costs continue to rise, every-device-first strategies are not just a UX choice — they are a strategic lever for long-term revenue and growth.
Risks of Not Having an Every-Device-First Approach.
Failing to deliver a seamless experience across devices doesn’t just affect player satisfaction — it has measurable negative effects on engagement, retention, and revenue. Fragmented touchpoints create friction that drives users away, and modern digital behavior shows that users have very little tolerance for imperfect or inconsistent experiences.
A global digital experience report, for instance, found that 55% of consumers will abandon a purchase or interaction after encountering poor digital experiences. Furthermore, 50% will switch to a competitor, and 39% will cancel their subscription entirely following frustrating platform performance or UX issues [Business Wire]. In other words, even a small increase in digital friction — such as delayed page loads, broken links, or inconsistent navigation — reduces engagement dramatically.
Beyond general digital trends, user behavior research consistently shows that fragmented UX contributes to churn, as roughly 25% of users abandon an app after a single use, often due to initial experience friction. Also, around 90% stop using an app within the first 30 days if they encounter frustrating usability or performance issues [LinkedIn].
What This Means for iGaming Operators.
Without an every-device-first UX:
- Players face frustration at transition points (e.g., switching from mobile to desktop).
- Retention drops sharply as friction accumulates.
- Churn increases, raising CAC while lowering LTV.
- Competitors with smoother, synchronized experiences capture players first.
Investing in a consistent, device-agnostic journey isn’t just a nice-to-have — it’s a risk-mitigating strategy in a landscape where players expect fluid, friction-free interactions.
InPlaySoft: An Every-Device-First Approach for iGaming Operators.
As the iGaming landscape continues to evolve, one thing is clear: sustainable growth no longer comes from optimizing a single screen. Players move fluidly between devices, and operators need platforms that are built to follow them — without friction, inconsistency, or compromise.
An every-device-first approach is no longer a forward-looking vision; it’s a strategic requirement.
This is where InPlaySoft stands apart. Designed from the ground up to be device-agnostic, the InPlaySoft platform delivers a consistent, high-performance experience across mobile, desktop, and tablet — for both players and operators. From seamless gameplay and unified wallets to robust backoffice tools and real-time reporting, every component is engineered to work reliably across devices, ensuring continuity at every touchpoint of the player journey.
By thinking every-device first, InPlaySoft helps iGaming operators reduce friction, improve retention, and maximize lifetime value, while remaining ready for whatever comes next. In a market where player expectations are high and competition is relentless, choosing the right technology partner can make all the difference — and InPlaySoft is built to help operators grow beyond expectations, on every device.
