Ladbrokes have taken their next step in the fight to win over the Australian betting fan, with the launch of a new marketing campaign and promotion. The campaign has been designed with the help of Brisbane based Engine Group, as the UK based betting giant gets its new online sportsbook in Australia off the ground.
Since buying Australian sportsbook, Bookmaker, last month, Ladbrokes have been stepping up their efforts to ingratiate themselves into the Australian market. Not only will they be hoping that their new ad campaign will bring in punters to their bookies, but that their “Double the Odds” promotion will really attract players away from TAB.
However, one of the major selling points of Ladbrokes’ UK offerings – live betting – will not be coming to their Australian counterparts. Due to the complicated Australian gambling laws, that allow online and mobile sportsbooks, but not live betting, Ladbrokes will have to settle for their “Double the Odds” promotion as their major selling point.
The promotion will get punters double the money on successful bets each week, and combined with the mobile betting on offer, Ladbrokes will hope they can make inroads quickly into this new market.
Of course, the company have enjoyed continuous success in the highly competitive and well developed UK marketplace, but they thought the time was right to spread their wings. This new offering is just the latest in a number of British sportsbooks and casinos offering their wares abroad, and comes as the UK plans to introduce a point of consumption tax that could hurt profits.
With the rise in mobile gambling worldwide, companies with interactive and well developed mobile offerings in place already – such as Ladbrokes – stand in good stead to take advantage of a developing market. Only time will tell if they can replicate that in the Australian market too.