Paddy Power faces big three on UK Sportsbetting 2009 shortlist 30/10/2009

Jon Parker

PADDY POWER IS TO to take on Betfair, Ladbrokes and William Hill for the UK Sportsbetting Operator of the Year trophy at the EGR Awards 2009.

The four operators have been shortlised for the award, which will be presented at a gala dinner on the first night of the EGR Live conference and exhibition in London next month.

Betfair, which has also been shortlisted for Operator of the Year award, was shortlisted for achievements including dominance a quarter of the UK’s online sports betting market, with 2.5 million registered customers and the site experiencing 4.7 billion page views each week.

The exchange has also launched new sponsorship deals with Manchester United FC, FC Barcelona, TalkSport Radio and the King George VI & Queen Elizabeth Stakes at Ascot, and has adapted to the growing influence of mobile betting by offering a large number of markets and launching an iPhone application in the past 12 months.

The Ladbrokes sportsbook has grown strongly thanks to focused acquisition and CRM marketing strategies, the company also secured the rights to stream the Australian Open and Wimbledon Championships in tennis, as well as the Championship League Darts, which were broadcast exclusively online.

Ladbrokes has also leveraged its high street presence online via the ‘Odds On!’ loyalty programme, which gives Ladrbokes retail customers the opportunity to link their shop betting to Ladbrokes.com, and invested in marketing including the ‘Ladbrokes Blimp’, a 50 foot balloon with HD camera (used by Channel 4) flown over race meetings including Cheltenham, Goodwood and York and the company’s deal with Racing UK.

Dublin-based Paddy Power has carved itself a niche in the UK online sports betting market of 10%, an impressive achievement placing it just behind the UK ‘Big Three’ – and ahead of Coral.

Paddy Power was the first sportsbook to offer Guaranteed Prices across all UK and Ireland horse and greyhound racing, and has innovated in creating customer loyalty by offering punters refunds after ‘suspect refereeing decisions’ such as after the Chelsea-Barcelona in the Champions League semi-final.

This year saw the first Paddy Power TV ad campaign, featuring former England internationals Carlton Palmer in a punter’s bathroom, Des Walker in his closet and jockey Richard Dunwoody eating cereal on a horse in his kitchen; and viral campaigns including the bogus news story that Ireland shouldn’t have won the Grand Slam because the pitch was too short. The ‘Eggycam’, a novelty betting opportunity run for charity, was streamed live on a dedicated website allowing people to bet on which of 10 eggs in an incubator would hatch first.

William Hill has also sought to leverage its retail estate for its online business, with initiatives including allowing internet customers to pick up winnings in cash at any of its 2400 high street LBOs.

In December, William Hill Online launched its new sportsbook on the Orbis platform, and acquired more than over 400,000 new accounts in the past 12 months. It has also re-launched the online gaming and affiliate part of the company thanks to its partnership with Playtech in October 2008. It also signed a deal with UK sports paper the Racing Post to integrate RP form guide into the Hill’s site.  

William Hill also sponsored the opening race at the Cheltenham Festival, the WilliamHill.Com Supreme Novices Hurdle, the WilliamHill.Com (Ayr) Gold Cup and Boxing Day’s highlight, the King George VI Chase at Kempton; and Spanish Primera Liga team Malaga.  

The winner of the award will be announced at the EGR Awards gala dinner, which takes place at London’s Old Billingsgate market on 30 November, the first night of EGR Live, eGaming Review's free-to-attend conference and exhibition at the same venue.

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Posted: 30/10/2009