Betway, one of Europe’s largest online betting companies, is planning to spend more than £10M this year on building its brand across Europe through a TV advertising campaign.
Of the total spend, £7.45M will be in the UK with the rest planned for Spain, Italy and Denmark, which are currently Betway’s key target European markets.
The campaign will run across a broad range of channels and will also feature on video on demand platforms. The campaign will continue to build on themes set out in Betway’s debut campaign in 2012. The ads will highlight that Betway’s games can be accessed by a host of devices including tablet and mobile, and will be designed to appeal to the increasing number of women who play online.
Betway has seen a significant rise in player numbers, and believes that the TV advertising campaign is partly responsible for the growth in customers in the UK. It expects that this will be repeated in target European markets.
The TV ad campaign follows the company’s decision to sponsor Trinity Mirror’s Fantasy Football platform for 3 years and its expansion in to social gaming through a partnership with Clickfun Casino. The company recently announced that it has become one of the first online operators to be regulated in the German state of Schleswig-Holstein, and the only operator to receive an online casino license in the latest round.
Richard Akitt, The Betway Group chief executive, said: “Our first foray in to TV advertising in the UK earlier this year has been highly successful and has added substantially to our player numbers. We intend to emulate and indeed build on this success next year in the UK where we are gathering momentum against our competitors.
“Our ads are designed also to appeal across our target European markets and we expect to mirror our success in brand building in the UK in Italy, Spain and Denmark.”
By Natasha Evans, analyst, @Pragmauk– a St Ives Group company
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