Results you can back in

Rival online betting companies use print and digital media to win over punters, writes ADRIAN FERNANDES.

Results you can back in

Betting brand UBET, the recently rebranded TattsBet, has produced some excellent tactical ads that appear to be kicking marketing goals. Its heavy schedule in print and on other channels follows the recent rebrand of arch-rival, the TAB.

UBET, in conjunction with their agency The Monkeys, have been targeting Queensland, Victoria and New South Wales with ads designed to lift its brand image and drive online betting.

Game of Two Halves

Melbourne Victory had just overcome Sydney FC 3-0 to claim its third Hyundai A-League Premiership. On the day of the Grand Final, UBET ran a print campaign in Sydney and Melbourne to highlight its gambling options with fans. This ad appeared Melbourne’s Sunday tabloid, the Sunday Herald Sun.

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This ad was published in The Sunday Telegraph, in Sydney.

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This clever tactical print campaign is eye-catching with a clear value proposition and call-to-action.

League of Their Own

This fan-based strategy was followed up in the past few days by UBET, which produced a print campaign around Rugby League’s State of Origin – a showdown between the state teams of News South Wales and Queensland. This particular campaign (see below) was aimed at the NSW market. It starred League legend and brand ambassador Anthony Minichiello and embraced other media, including TV, digital, radio and social.

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Tough competition

A tough-talking print ad for Tabcorp, known as the TAB, was published in News Corp’s Queensland titles – Courier-Mail, Cairns Post, Gold Coast Bulletin and Townsville Bulletin – and demonstrates the deep competitive nature of the sector, and how rivals use print to underscore their value proposition.

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This ad was published in response to the opening of UBET’s first hi-tech betting store in Queensland. Tabcorp looked to newspapers in Queensland to take their new competitor head on.

Given that both companies have strong digital services for betting, the fact that they are both committed to print advertising is a powerful message of the continuing resonance of print as a medium.

Bet on Print

emma data reveals betting brands will find an audience who love to punt in newspaper media. Readers are 30 percent more likely to gamble online than non-readers. Some 85 percent of punters have read a newspaper in the last four weeks, many of them enjoying racing details.

It’s not just sports betting that appeals to the newspaper audience.

Readers are also 26 percent more likely to have bought a lottery ticket than non-readers. Some 81 percent of those who visit a casino read newspapers regularly.

Nine in 10 gamblers have read a newspaper in the last four weeks, and Sunday sport sections have a monthly readership of 2.6 million.

To view our recent betting infographic and for more information on why gaming brands back newspaper media, click here.

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