Survey: Sportsbet Winning The War In The Online Gambling Space

Survey: Sportsbet Winning The War In The Online Gambling Space
SHARE
THIS



An aggressive ad spend of $41 million has paid off for Sportsbet with the online gambling site topping the list for brand awareness in the highly competitive category.

According to a UBS study of a 1000 Aussie punters, the blokey Sportsbet site had an 85 per cent brand recognition among those surveyed and 26 per cent of respondents said they’d used the site.

Sportsbet has run an aggressive branding strategy of late with spots in outdoor, radio and TV. Its approach is typically blokey and satirical and occassionally controversial. Its creative is done by independent agency BMF.

Twelve months ago it used greyhounds to spoof the launch of the film Fifty Shades of Grey and was subsequently investigated by the Advertising Standards Bureau for allegedly promoting bestiality.

There was a tie for second in the UBS study, with Tabcorp and Ladbrokes both receiving 68 per cent brand recognition. Centrebet and Unibet both had scores in the low 50s, while Betfair, Tatts Group and Luxbet all had brand awareness in the high 40s. The least recognised sites were Betstar and Bookmaker – who both scored scores in the low 20s.

All the major players have spent hard to secure their slice of the lucrative online gambling market with all the players regularly trying to one-up their competitors with new tech initiatives and the promise of better odds. However, the next holy grail may well be live sports action. Some 57 per cent of people surveyed for the UBS study saying they’d more likely place a bet with a bookie who brought them live broadcasts of sports events.

Please login with linkedin to comment

Latest News

Fairfax Appoints Philippa Walker As Head Of Travel
  • Media

Fairfax Appoints Philippa Walker As Head Of Travel

Following the recent restructure of its commercial division, Fairfax Media has appointed Philippa Walker to oversee the Travel vertical within Australian Metro Publishing (AMP) business which includes The Sydney Morning Herald, The Age, The Australian Financial Review, Brisbane Times, WAtoday and more.  In late 2017, the commercial teams were reshaped with a vertical focus under […]

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year
  • Advertising
  • Media

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year

The local out-of-home (OOH) industry increased its net media revenue by 6.03 per cent in 2017 to $837.1 million, signifying its eighth consecutive year of growth. According to figures released by the Outdoor Media Association (OMA), net revenue for the OOH industry grew 4.5 per cent in the final quarter of 2017 to $252.7 million. Digital […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine