Betfair Debuts Brand-led Advertisements Featuring Ambassadors
Betfair has premiered the first episode of its series of short films that feature the bookmaker’s brand ambassadors. The nine-minute video, developed in conjunction with marketing agency Bold Studios, is titled ‘Serial Winners – Paul Nicholls’ and explores the question, “What makes Paul Nicholls a winner?”.
The film that has a documentary feel about it features stars of the horse racing world and friends of the 11-time Champion National Hunt trainer. The video investigates the training, preparation and personal involvement that the man who has trained over 3,000 winners puts in to become top of his game.
Betfair will be releasing further films in the coming weeks that will feature other brand ambassadors including David Haye, Dimitar Berbatov, Joseph O’Brien and Gordon Elliott.
Betfair are among the operators who are moving away from traditional bookmaker adverts that encourage viewers to bet, preferring a brand awareness approach. In the ‘serial winner’ video there are no calls to action and the Betfair brand icon is discreetly placed in the top corner of the screen.
William Hill took a similar approach with a video featuring their brand ambassador Anthony Joshua recently. Artistically shot, the video featuring the former heavyweight champion of the world also doesn’t contain any mention of betting throughout the video.
Betfair’s decision to move away from the traditional aggressive marketing campaigns is likely to be a measured one by the operator. The industry is under increased public and regulatory pressure to combat problem gambling, and the leading players in the UK market agreed to a whistle-to-whistle ban on advertising during televised games.
Flutter Entertainment, who owns Betfair, has been making headlines throughout the industry after their all-share deal to buy The Stars Group which includes the Poker Stars brand as well as Sky Bet. Flutter claim that this acquisition creates the world’s largest online betting and gaming operator. If the merger had been in place last year, revenues would have been £3.8bn, and the company is expecting to see cost savings of £140m per year due to the combining of forces.
A new board featuring talent from the different brands has been announced with Peter Jackson keeping his position of CEO, The Stars Group CEO Rafi Ashkenazi becoming COO and former Sky Betting & Gaming CEO Richard Flint announced as a non-executive director.