Mon, Sep 26, 11:28am by Staff Writer
As we enter the ‘silly season’ of the Australian sports betting calendar, online wagering company Crownbet will on Monday night do something unique for a betting company: release a television advertising campaign that does not actually mention betting.
Crownbet, which is part-owned by James Packer’s Crown Resorts, are aiming to create a point of difference from their competitors. The ads will mark the start of a big campaign for Crownbet and all the wagering companies as the business end of the spring horse racing carnival – the most lucrative time of the year for bookies begins after this weekend’s football grand finals.
With a ban on betting ads during live sports telecasts on Sen Nick Xenophon’s reform agenda, Crownbet has taken a fundamentally different approach to its advertising, pushing the value of being a Crownbet customer through the profile of former Australian crciekt captain Ricky Ponting.
Promoting the exclusivity of the Crownbet Rewards program, Ponting is depicted participating in a variety of ‘money can’t buy’ experiences, including attending the Formula 1 Grand Prix in Monaco and driving a Ferrari along the famous principality’s shoreline.
Instead of pushing the ‘quick-win’ mentality of its rivals, it will promote the value of being a Crownbet Rewards member, emphasising the membership experience.
In the competitive corporate book making space, it puts down a strong marker of differentiation between Crownbet and the likes of Sportsbet, William Hill and Bet365, whose advertising is more focussed on the ‘young male punter’ market.
TAB recently refreshed its advertising focus, with the ‘We Love a Bet’ campaign. The ads feature men singing love songs to sporting or racing heroes which they have won money on.
The battle for the sports betting dollar in Australia is as intense as ever, with the Australian Financial Review reporting that Sportsbet have surged to the top position in terms of online wagering in the Australian market.
They have reportedly driven $2.45 billion revenue in the first half of the 2016 calendar year, about $300 million more than Tabcorp’s TAB in the same time.
Crownbet was launched in March 2015 off the back of Crown Resorts purchasing 62.5 per cent of the Bet Easy firm, which was owned by a consortium headed by former Sportsbet owner Matt Tripp.
Tripp, regarded as one of the sharpest minds in the Australian betting landscape, remains a shareholder in the Crownbet business as we as working as its Chief Executive Officer.
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