Betting company TattsBet has launched a new era of sports and race betting with the opening of its new world-class retail wagering experience – the first phase of a national rebrand to UBET.
Located in Brisbane, Australia’s first UBET store reveals a range of benefits for punters with a fully immersive and more digitally-driven experience, which will provide a seamless transition across online and retail channels.
The New Farm outlet will function as a ‘lab store’ opening its doors to punters to test and experience the new store format. Based on customer feedback, final modifications will be made to the retail environment before the new look and feel is rolled out to 1,200 UBET outlets nationally over three to four years.
The ‘next generation’ retail wagering concept has been developed by UBET in conjunction with design company Hulsbosch.
Working in partnership, the team undertook significant research to get to the heart of what customers wanted from a wagering experience and put innovation at the forefront of its retail concepts.
TattsBet chief operating officer, Barrie Fletton said: “Since the corporate bookmakers entered Australia, there has been fierce competition in the market. There is a huge increase in betting brands but we have a distinct advantage in that we have a 1,200 outlet-strong retail footprint.
“Retail currently represents around 70 per cent of our business and therefore our investment is significant and promotes our intention to lead the category.
“The UBET brand is a short and sharp name and puts the customer at the heart of the experience. We have put the ‘you’ in betting and this personalisation is epitomised in our new retail stores,” Fletton said.
The launch of UBET’s new innovative retail environment is part of a comprehensive and strategic brand repositioning project undertaken by Hulsbosch and UBET last year.
Linda Jukic, creative director at Hulsbosch said, “Hulsbosch conceived and developed a strategy for a retail space that reimagines the wagering experience and makes the most of their advantageous retail footprint. We created a contemporary environment to attract and appeal to a younger audience for a thrilling punting experience.
“Our aim for the retail space was to create an atmosphere of a massive, exhilarating sporting arena and communicate this as a total sensory experience. This enables different behaviours and levels of engagement to take place. For example multi-coloured grandstand seating invites a longer and more individual immersion whereas bleachers supports more dynamic social interaction.
“However the primary focus for retail was a digital framework reflective of today’s customer accessibility but also adaptive for future technologies. A bet on sport or racing will be seamless and impactful with integrated tablets or own-devices being core to the UBET customer experience. Another feature is a fresh approach for use of space and zoning that facilitates a better customer journey for the needs of a wider customer base.”
Zoning of the physical areas includes a more high-impact and inviting street entrance; immersive zones with active visual and sound elements; safe and secure ‘no barrier’ customer and staff transaction zones.
From the entrance to the interior spine of the store cutting-edge video wall technology showcase the spectrum of races and sports in real-time bringing a constant activity and energy to the retail space.
The flagship UBET store opening represents a monumental step change for the wagering operator, as the business undergoes a transformation to reclaim its leadership position in one of the country’s most highly competitive consumer sectors.
Jaid Hulsbosch, director at Hulsbosch said, “Hulsbosch continues the story of the UBET brand. Our original brand creative for UBET is reflected in the newly launched retail environment and, soon, the digital experiences. It will change the game of betting in Australia and delighted our efforts contribute to UBET’s future success.”
The full production UBET launch, including new website and mobile apps, will go live in April and will be supported with a national, multi-channel advertising campaign.
Hans Hulsbosch, Executive Creative Director
Linda Jukic, Creative Director
Jaid Hulsbosch, Director
Belinda Hubball, Design Director
Philip Wadewitz, Designer
Sophie Zetterberg, Designer
Julia Clyde, Account Director
Samantha Pang, Account Manager