Despite recent successes with a series of high profile advertisements, giant sportsbook operator Ladbrokes is due to put its advertising account up for review. There has been no confirmation as to whether current account holder, SapientNitro, will be invited to re-apply or not, although sources suggest they will be.
The move comes despite the success of Ladbrokes’ mobile betting operations in the UK after a series of high profile adverts throughout 2012 and 2013. The adverts, featuring popular UK football television pundit Chris Kamara, led to a huge year on year increase in awareness of 53% for 2012.
One reason for the change is the departure of chief marketer Stephen Vowles, who left the company to join UK retail chain Argos, and subsequent marketing reshuffle that has led to board member Nick Rust being thrust into the role.
With former employees gaining recent mobile casinos successes and competitors like Paddy Power making inroads, this seems as good a time as any for Ladbrokes to make a move.
Changes in UK gambling laws may also force the company’s hand, and they have already been expanding their worldwide reach with a move into Australia.
With online and mobile gambling really taking off “especially in the UK” in recent times, many companies are looking to take advantage of this, despite continued problems within the US market. As such, there has been a recent surge in activity in Asia Pacific, with new land based casinos due to spring up in Far East Russia, Japan, and other countries in the region.
Their online efforts are not far behind, and European gambling companies will be ready to pounce if there is any change in gambling regulations in the region.