Paddy Power Signs “if” Agency to Promote its Text Betting Service

Posted: August 24, 2012

Updated: October 4, 2017

Irish online and land-based bookmaker Paddy Power selects direct marketing agency “if” for its text betting service promotion.

Paddy Power is among the biggest online sportsbooks in Ireland and worldwide. The bookmaker has recently chosen the British direct marketing firm “if” to promote its brand new text betting service.

The new sports betting offerings will be provided in full compliance with Irish gambling laws. The direct marketing agency has already been briefed by Paddy Power on their targets and goals. “if” will need to raise awareness of the new service among both existing and target clients of Paddy.

The core message for the campaign will be “speed & ease” and the promotional efforts of the new service will be available in both national and sports media.

In order to test the new offering ahead of the new product’s introduction, Paddy Power created a series of focus groups comprised of punters who wager online, instore, over the phone, or via a smartphone app.

Ireland gambling news report that the main purpose of focus groups has been the trial and repeat utilization of the product, which is seen by many experts as the fastest ever way to place bets.

During the focus groups research enhanced prices along with free bets have been created and advertised focusing on major events including the Premier League matches and renowned horse races.

Project manager at “if”, Gemma Field, commented the agreement: “Paddy Power is an energetic brand to work with. Launching text betting over this summer of sport has been as much about entertainment as it has been about getting across how quick and easy it is to use.”

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