Sportingbet Attacks UK Online Gambling Market
Sportingbet is adjusting its marketing strategy with the idea of increasing its business in the UK. According to company executives, the online gambling operator wants to increase its share of the healthy sports booking industry in Britain.
The company will divert some of its advertising expenditures from elsewhere in Europe to seek inroads into established UK sports betting territories, says CEO Andrew McIver. Sportingbet spends just under $100 million on ads throughout the EU.
"We are coming from a low base and we can compete with the likes of William Hill and Ladbrokes," said McIver. The Sportingbet head said, with proper marketing, his company can build its UK business from its current six percent of company revenues to ten percent in a year and a half.
The new aggressive strategy for Sportingbet began with its signing a sponsorship deal with the Wolverhampton Wanderers, less than a month before the soccer club earned promotion to England's Premier League, the world's most popular and visible soccer association.
Sportingbet is shifting its focus to sports as poker participation overseas is fading, and casino competition is fierce. Meanwhile sports betting continues to grow in opportunities and market size.
