Prominent bookmaker Betfair has just launched the first in its series of short films featuring its various brand ambassadors. The nine-minute mini film titled ‘Serial Winners – Paul Nicholls’ was created in collaboration with the bookmaker’s marketing agency Bold Studios. It is centred on a single question: What exactly makes Paul Nicholls a winner?
The short film has a documentary feel to it, and features big stars of the horse racing industry as well as friends of Nicholls, an 11-time Champion National Hunt trainer. It covers the preparation, training and personal sacrifices that the professional who has trained more than 3,000 champion jockeys has put in to get to the top of his industry.
Betfair will also be releasing additional films over the next few weeks to add to its growing collection. They will feature more of the brand’s favourite ambassadors, including the likes of Joseph O’Brien, Dimitar Berbatov, David Haye and Gordon Elliott.
A New Marketing Approach
Betfair is one of the operators that are distancing themselves from traditional bookmaking adverts that encourage spectators to wager real money. Instead, the company has favoured an approach of brand awareness. In the ‘Serial Winner’ film, there are no calls to action with regards to betting, and the Betfair icon can be seen in a surreptitious position at the top corner of the screen. The videos are all about the company’s most respectable sports ambassador partners, letting the experts speak for themselves.
Another popular bookie William Hill has also taken a similar route, releasing a video featuring their own brand ambassador Anthony Joshua. The artistically filmed video features the former world champion heavyweight, and focuses entirely on him instead of mentioning betting. In fact, there are no mentions of wagering throughout the film at all.
Betfair’s choice to move away from traditional, impassioned marketing campaigns is likely a strategic one. The sports betting industry is under increased pressure from regulators and the public to address problem gambling, and leading UK players have agreed to a whistle-to-whistle blanket ban on television advertising.
Betfair Purchases The Stars Group
Flutter Entertainment, the owner of Betfair, has been gracing headlines across the industry after its all-share agreement to purchase The Stars Group and its subsidiary brands was revealed. The operator has claimed that the deal will create the largest iGaming and betting operator in the world. If the merger had been finalised in 2018, Flutter’s revenues would have hit £3.8bn. The company has also projected cost savings of over £140m per annum due to the merger.
A new board of directors featuring the best professionals from the various Stars Group-owned brands has also been announced to lead the new conglomerate. Peter Jackson will be maintaining his position of Chief Executive Officer, while The Stars Group CEO Rafi Ashkenazi will become its COO instead. Former CEO of Sky Betting & Gaming Richard Flint has been named a non-executive director for the new company.
Betfair is a well-known online gambling company that operates the largest online sports betting exchange on the planet. The brand offers a sportsbook, online poker and bingo platforms, and a fully regulated online casino as well. All of its offerings are licensed under the jurisdiction of the Malta Gaming Authority.
The firm is based in the Hammersmith Region of West London, and also has offices in Clonskeagh, Dublin. Betfair is credited with having pioneered the world’s first betting exchange back in 2000. The firm has merged with many major iGaming and betting brands over the past few years as well, including Paddy Power in 2016 and American DFS brand FanDuel in 2018