Poll: Should sportsbook operators launch gaming-only brands?
This week we ask whether Paddy Power Betfair is making the right move with its plans to launch a new gaming brand
Last week outgoing Paddy Power Betfair CEO Breon Corcoran revealed the firm was considering launching a gaming-only brand in response to sluggish gaming revenues over the last few quarters.
Corcoran told investors gaming-only brands had a better understanding of their customers and automated marketing, however, PPB has the advantage of brand reputation, which could aid any new gaming-product in appealing to the masses.
In May, 52% of EGR poll voters urged sportsbook-led brands to tackle their gaming woes with in-house investment and it seems PPB is doing just that with a number of brands already being consumer-tested.
A multi-brand strategy is something we’ve seen in the casino sector such as the launch of 777 from 888 and Mr Green recently launched its latest female-focused casino product, Garbo on the Mr Green gaming platform.
But it’s a bigger leap for a sportsbook focused brand to make.
While a new product offers the opportunity to target new demographics, the firm could face issues in the face of increased acquisition spend and the cost of building a brand from scratch.
With that in mind, this week we are asking, should sportsbook operators launch gaming-only brands?
Poll: Should sportsbook operators launch gaming-only brands? context: https://t.co/YnnBvyvK8d
— EGR Global (@EGRIntel) August 14, 2017