In a marketing World Cup of sorts, eGaming asked readers to choose their favorite betting operator for the tournament.
In this week's eGaming Review poll, Paddy Power and Bet365 have
been revealed as the favored betting sites for World Cup success.
Voters Reward Preparation
A landslide near two thirds of respondents rewarded the hard work and strategy that these two operators invested in their marketing in the days, weeks, and months leading up to the Cup.
Revenues to Double
Total revenues for the month covering the duration of the Cup are expected to reach nearly £1bn, with operators such as William Hill predicting 100% revenue increases from the 2010 tournament.
The Poll
The eGaming reader poll was multiple choice, asking readers to
choose their favorite operators positioned to make a splash at the
World Cup—kind of a World Cup tournament for betting houses. The
Big Four “finalists” for the readers to choose from included
Paddy Power, Bet365, William Hill, and Betfair.
Paddy Power and Bet365 were chosen by readers as best positioned, receiving 30% and 31% of the reader votes, respectively.
Different Marketing Strategies
Yet each operator has taken a contrasting approach to marketing in
the World Cup buildup.
While Bet 365 was quietly concentrating on optimizing its service
in time for the World Cup, Paddy Power embarked on an aggressive
campaign with edgy adverts through social media such as the tweet of
an image of a Brazilian rainforest whose trees were chopped down to
spell out the words “C’mon England, PP.”
The remaining voting results had William Hill and Betfair tied with exactly 19% of the vote. Both these operators had launched similar PR campaigns leading up to the World Cup. It will be interesting to see how betting operators adapt their advertising in the wake of the results.
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