Advertising Sports Betting and Getting Attention

The Aussie Love of the Punt

Here in Australia we love a punt – two blokes in a bar will bet on which of two flies on a wall will move first – it’s a national past time (did I hear “problem”?).  The ponies, the dishlickers, the pokies, two-up ANZAC Day and increasingly the Footy, cricket and any other sport.

Globally, we’re not much different from anywhere else around the world – Vegas, Macau, the UK and so on.  It seems everyone everywhere loves a punt.

Gaming Growth Worldwide

Statistics and facts on Sports Betting

The total value of the global sports betting market is difficult to estimate because of the lack of consistency in how it is regulated in some parts of the world. Some estimates put the value of the sports betting industry at between 700 billion U.S. dollars and 1,000 billion U.S. dollars.

So, in a highly competitive market – how do you increase market share?

Content Relevance

Relevance is a key to all content.

For all marketing campaigns we need to ask – What’s your business goal – new customer acquisition or retention?

If its new customer acquisition who is your target market?  Is the aim to create new behaviour or convert from the competition?

What new customer feature does your product have?

In sports betting the latest feature is to cash in your bet.

Creativity with impact

In the UK William Hill, the bookmaker, has released a hyper-active TV campaign to advertise its in-play betting products.

The work, which called “take control”, first aired on Sky Sports on 23 August, during Chelsea’s Premier League football match against West Bromwich Albion. The ad is a frenetic mixture of football, cartoon explosions and aggressive cut-away scenes combined with an electro dance sound track by Knife Party, which makes for exhausting viewing. It will be followed by two more spots, focusing on William Hill’s Priority Access card and its “cash in my bet” option, respectively. These ads will also be backed by press, social and radio executions.

The question is does it engage and does it spread?  Does it deliver the communication intent?

Note: Here is Australia, Social Services Minister Scott Morrison will take control of the review given he holds responsibility for overall gambling regulation (more)