Betfair has unleashed a seven-figure marketing campaign for Betfair Casino, the operator’s largest-ever investment in TV advertising for its online casino.
The TV ads, to be aired on terrestrial Channel 4 and Five as well as ESPN and Sky Sports, feature oversized gambling symbols such as lemons, cherries and playing cards dramatically falling from the sky, as well as giant roulette balls and live dealers. The TV creative will be supported by an integrated cross-channel campaign incorporating online search, display advertising and customer communications.
UK MD Peter Marcus said the “big and bold creative” made an immediate impact and would help differentiate Betfair’s offering in the increasingly crowded UK online casino market. The campaign is set to run until the end of 2012.
Betfair Casino has always been seen by industry observers as an underdeveloped area of the business, due to the operator’s dominant focus on its core betting exchange. Casino and games contributed £13.7m in revenues in the last quarter, or 15% of total NGR, far smaller than the casino businesses of Betfair’s sportsbook peers, whose revenues are typically more diversified beyond betting. PartyCasino owner bwin.party generated 35% of its revenue from casino in the last half year, while William Hill generated 60% of online NGR from casino and poker.
In addition to its casino investment, Betfair recently launched a fixed-odds sportsbook aimed at capturing the 30% of its active customers’ wallet being spent on other websites due to the exchange’s inability to offer a full range of ante-post and in-play bets. The company also announced last week it was to launch its first-ever online bingo product, on Playtech’s Virtue Fusion bingo platform.
The betting exchange specialist’s diversification into other products follows the recruitment last year of Breon Corcoran from Paddy Power to be the company’s new CEO, replacing technologist David Yu. Under Yu’s tenure, the company had always described itself first and foremost as a technology company, rather than a betting and gaming business. Corcoran officially took up his position in August, some nine months after departing Paddy Power.
Article written by Stephen Carter