Who Is Owner Of Betway – Betway’s new CEO Anthony Workman tells Hannah Gannage-Stewart how he plans to expand the company’s successful sponsorship formula.
When Betway came under the ownership of private investors in 2011 and Chairman Richard Akitt took over as CEO, a long-term strategy was put in place to position the brand at the center of the sports world in a regulated market.
Who Is Owner Of Betway
The little-known sports betting organization based in Malta and Guernsey burst onto the scene with a series of high-profile sponsorship deals starting with Froch v Groves II at Wembley in May 2014. Britain.
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Last November it was announced that Anthony Workman, who had been serving as director of marketing and operations since 2013, would be taking charge of the business. He said the sponsorship-driven strategy with a more regulated market will continue under his leadership.
“I wouldn’t come in with a new broom and make huge changes to what’s already working, but rather improve the model, make sure we define the principles and then introduce it to other licensing markets around the world,” he says ”. ,
With Sweden looking to regulate online gambling in 2019, Workman said Betway would “carefully consider entering the market” but is targeting regions in Eastern Europe and beyond.
“Markets are always open globally, so we are constantly researching opportunities, keeping our eyes open and preparing ourselves to enter when markets open,” he says.
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He is confident that 18 months from now the company will “successfully expand the Betway vision to more markets around the world.” “And we do this in a way that reflects our responsible working principles.”
But he is not seeking world domination overnight. “The biggest lesson we’ve learned is that you don’t need to go to five markets a year. There’s a lot of practicality in saying, ‘Get your marketing right and then move on,’” he explains. “We can expect two markets within a year, so our launch footprint will expand at a very conservative rate over three to four years.”
Workman is proud that, unlike some of its larger competitors, Betway is privately owned and therefore not subject to the whims of market analysts. They have no plans to consolidate, but acknowledge that consolidation of other companies will have an impact.
“When big companies come together, their marketing budgets increase and that changes the landscape. While operators took their time in strengthening their businesses, we thought about building a responsible business. Over the last three years, sales have increased five times and customers have responded very well to the brand. ,
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Marketing strategy is coordinated internally and managed by Paul Adkins, who is currently Director of Marketing and Operations. There are high expectations for the brand’s growth, but Workman says all decisions are essentially made based on the numbers.
“We sit down and look at this year’s campaigns and there are some major sporting events where we naturally want to spend our marketing dollars,” he explains.
“We come up with themes and ideas that will drive our overall marketing message this year and then break them down into campaigns.”
The UK was deliberately chosen as the focus for Betway’s re-launch as it offers a scalable regulatory template, year-round sporting calendar and an international following.
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Recalling Froch vs. Groves II, Workman says: “We made a real statement with that sponsorship and I think that’s when people stood up and said, ‘Wait a minute. This is a brand that has a stake [in sports]. Is.”
A sponsorship deal with West Ham, the Queen Mother Champion Chase and Premier League Darts at the Cheltenham Festival quickly followed, and work was underway to overhaul the back office and leadership team.
The company currently has several long-standing sponsorship relationships that span the UK and eSports through its sponsorship of RSC Anderlecht, Bundesliga 1 and 2 clubs in Belgium, ESL One Cologne and Ninjas in Pyjamas.
This may seem a risky strategy given that Labor has lobbied against gambling brand sponsorships on EPL team shirts in recent months, but Workman is not concerned. You have to offer a great product and great marketing.”
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So far, marketing has given Betway the means to stand out in a noisy but homogeneous industry, and although Workman isn’t turning away from that strategy, he says there’s inevitably room to improve the product, too. .
“Betway has been very successful. We know this because of the results and we are really happy with it. This product will require more in-game markets, more data visualization and some innovation around feeds, information and experiences, but we are confident we can make a difference by providing a safe, secure, enjoyable and responsible product. “This is the environment in which customers place their bets.”
He is confident that responsible gaming will be a major topic this year. Workman says understanding your customers is key to meeting responsible gaming requirements “to be able to provide the right support at the right time and intervene at the right time.”
“We arrived on the scene among very established brands. Betway is not a ‘cheeky chappy’ brand, it’s not an old-fashioned, traditional type, it’s in that interesting place in between. We want to provide our customers with as relevant, interesting and interesting information as possible.
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“We see customers consuming that information as they place bets on the sports they enjoy. So these are customers who enjoy sports and like brands that are authentic and stand out from the crowd.”
Part of Betway’s strategy in recent years has been campaigns to bring customers closer to the action. The 2015 Cheltenham Festival added a fun addition to its trackside VIP lounge, giving customers the chance to get the “best seats in the house”.
For each race, customers who interacted with the brand through social media were given the opportunity to watch the race from a plush sofa and have their drinks served by a private butler.
Workman said this all serves as an effort to bring Betway customers “closer to the action and fill the space between bets and events.” Similarly, in-play betting will play a big role in the company’s strategy going forward.
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“The biggest change over the last few years is that the majority of bets were placed before the game and more than half of the bets were placed during the game. This creates entirely new markets and new types of bets. “I bet,” he said.
With almost 20 years of experience in gaming, Workman has a cautious approach to Betway’s strategy, but a clear passion for the industry as a whole.
He says the pace of change is what has kept him in the industry for so long and makes him feel like he has several different jobs at the same time. “It’s hard, but interesting,” he says. “I wouldn’t want it any other way.” L-R: Lere Awokoya; Betway Nigeria Country Manager, Don Jazzy; superstar producer Ebuka Obi-Uchendu; media personality and BBNaija host and Chris Ubosi; Managing Director of Megaelectrics Limited and Digibe Director at the Betway BBNaija Ambassador Signing Ceremony
Betway, a leading online entertainment and gaming brand, has named superstar producer Don Jazzy and media personality and long-time BBNaija host Ebuka Obi-Uchendu as BBNaija Ambassadors. This comes hot on the heels of Betway being announced as the lead sponsor of the fifth season of Africa’s biggest reality TV show, Big Brother Naija, which is set to premiere on July 19, 2020.
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Ebuka, who returns as host of BBNaija for the fourth time this year, said: “Betway is one of the biggest gaming and entertainment brands in the world and Big Brother Naija is the biggest reality TV show in Africa. So I am very proud and grateful to be associated with both brands. BBNaija Season 5 will be our biggest and most exciting season yet, and we can’t wait to share all the drama and excitement with Betway customers and BBNaija fans around the world.
Don Jazzy, one of Nigeria’s most famous and influential entertainers, said: “We are very excited to partner with Betway on Season 5 of Big Brother Naija. My fans can expect great entertainment and jokes. ,This BBNaija season was full of fun and excitement for me, Ebuka and the Betway team. “The game launches on July 19th!”
At the unveiling and signing ceremony, Betway Country Manager Lere Awokoya said: “Don Jazzy and Ebuka are two of Nigeria’s leading pop culture influencers and trendsetters. With these two superstars and through our partnership with BBNaija main sponsor Betway, we
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