Poll results: Sun Bets to struggle in the UK
Respondents to this week's poll believe forthcoming sportsbook unlikely to stand out in competitive market
The Sun Bets collaboration between News UK and Tabcorp could struggle to take off in the UK sportsbook market, according to respondents to this week’s eGaming Review poll.
Just 25% of voters agreed Sun Bets will find success against some of the UK’s more established sports betting brands.
Meanwhile, 37% predicted it would struggle, with 38% sitting on the fence.
The optimists were likely buoyed by the recent appointment of egaming veteran Jamie Hart as the firm’s new executive director, following his stint as William Hill’s director of customer experience and insight.
The sportsbook is also likely to benefit from its relationship with The Sun newspaper due to its strong brand and daily circulation of 1.8 million.
However, the pessimists can point to an already saturated sports betting market, dominated at the top end by billion-pound behemoths like bet365 and Paddy Power Betfair, which have the scale for massive marketing spend and technological development.
The lower end of the market is also increasingly competitive, with an ever growing number of gaming companies – names like Amaya, Mr Green and Gamesys – entering the sportsbook market and promising to innovate their way to relevance.