Betting operator UBET has unveiled a new brand campaign that plays on on the strength of its bricks-and-mortar retail stores, its customers’ ability to transact in cash and a range of new digital offerings.

The campaign once again brings to life the fictitious ‘UBET Punters Academy’ concept, with former Aussie cricketer Andrew Symonds and AFL legend Mark Riciutto joining the betting company’s stable of talent, which includes former NRL stars Anthony Minichello and Trevor Gillmeister, Wallaby great Nathan Sharpe and legendary race caller Johnny Tapp.

In the TVCs, Symonds takes punters on a tour of the academy, outlining the various ways UBET customers can have a bet.

Penny Glasson, head of demand generation at UBET, said the new campaign was developed off the back of a comprehensive research piece delivered by Colmar Brunton on behalf of the betting company, which indicated that punters valued Aussie-owned operators and the sense of security and trust that they brought, along with a desire to have more options in the way they bet.

“UBET offers a point of difference with the retail environment that still outperforms the digital platforms, so the challenge is not what needs to be communicated but how you do it,” she said.

“The strength and awareness of UBET’s ambassadors and the creative platform of the Punters Academy enables us to do that.”

Glasson said the company expects to have all of its 1,200 retail outlets across Australia refurbished or rebranded to UBET by 30 June, “delivering a state-of-the-art retail experience second only to being at the stadium or track”.