In the competitive world of iGaming, discussions around customer acquisition often highlight the critical roles of SEO and PPC. However, one aspect that is frequently overlooked is the potential of mobile applications—tools that users engage with daily without hesitation.
For sports betting affiliates, the question of whether to develop an app is a significant consideration. Some have ventured into this realm, while others have found varying degrees of success or failure. Among them, FotMob has emerged as a remarkable and underappreciated case study.
Founded in Bergen, Norway—a city notorious for its heavy rainfall—FotMob has blossomed into one of the most downloaded sports applications globally, boasting impressive metrics:
- Over 100 million downloads
- More than 20 million monthly active users
- Coverage of more than 500 leagues
- Partnerships with influential creators like KSI and MrBeast
The story of FotMob offers insights into how a company from one of Norway’s lesser-known cities developed a leading sports app. Founded by Christer and Tommy Nordvik, FotMob has a compelling backstory. Its inception was rooted in personal experience; during his honeymoon in 2004, Christer recognized the challenges of following his favorite football team, Brann, from abroad. Upon returning home, he and his brother worked to create the original FotMob, initially a simple SMS service aimed at providing football results.
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Growth was gradual but consistently organic until it reached a turning point during the 2010 World Cup when The New York Times highlighted the app, leading to a sudden surge in downloads.
Most astonishing was the hyper-growth phase experienced between 2021 and 2022, where FotMob’s monthly users skyrocketed from 9 million to 15 million. This exponential growth was attributed to product enhancements, expanded global accessibility, and collaborations with renowned content creators, transforming FotMob from a straightforward results tool into a comprehensive analytics platform. Notably, professional scouts now utilize FotMob’s AI-generated ratings for player evaluations, demonstrating the app’s significant impact in sports.
Ownership of FotMob remains with its founders, both of whom retain approximately 47% of the company. The remaining shares are distributed among employees, ensuring the team has a stake in the app’s success. Interestingly, the founders once attempted to sell FotMob for 1 million NOK (approximately €85,000), but the absence of buyers turned out to be fortuitous as the company’s value has soared since.
Despite its massive user base, FotMob operates with a lean workforce of just 29 employees, predominantly developers. This exemplifies how a focused, product-driven approach can yield remarkable success while competing against more extensive organizations.
Financially, FotMob is a rarity among tech startups, boasting impressive profitability metrics. For the 2024 financial year, the app reported:
- Total revenue of 129,052,000 NOK (≈ €11.0 million)
- EBITDA of 56,727,000 NOK (≈ €4.85 million)
- Pre-tax profit of 63,579,000 NOK (≈ €5.44 million)
The revenue streams are primarily generated through advertising and in-app purchases, such as FotMob Premium, showcasing how a small conversion rate among its vast user base can create significant recurring income.
Looking ahead, the year 2026 could potentially mark a historic high for FotMob, as Norway prepares to participate in the upcoming World Cup. The combination of national pride and a global football event presents an ideal scenario for user growth and engagement.
For the iGaming industry, the journey of FotMob acts as an essential reminder of the untapped potential embedded within mobile apps. While they might not carry the high-profile allure of SEO and PPC, apps can generate unparalleled user loyalty and repeat engagement.
FotMob’s trajectory underlines three key lessons:
- Patience Pays Off: Building a successful product takes time and persistence.
- A Great Product Wins: Fostering user demand via quality offerings trumps hurried growth strategies.
- Staying Independent Has Value: Retaining ownership and control can be advantageous amid fleeting opportunities for quick sell-offs.
In an era dominated by venture capital and rapid growth trajectories, FotMob exemplifies that dedication, smart innovation, and consistency can triumph over cash-rich competitors, especially within the realms of iGaming and sports media.
