Thursday 29. September, 2016

Crownbet Begins Unique Advertising Campaign

Australian online bookmaker, Crownbet, has launched a unique television advertising campaign that aims to set it aside from the competition.

Crownbet, which was launched in March 2015 when James Packer’s Crown Resorts purchased a 62.5 percent stake in Bet Easy, may be relatively new in the market, but it is certainly making a name for itself. The company’s new ad campaign is unique in that it does not mention “betting”, but rather focuses on the benefits of belonging to the company’s exclusive rewards program.

With Senator Nick Xenophon calling for a ban on betting ads during live sporting events, Crownbet is changing perspective and advertising the value of being a Crownbet customer.

Former Australian cricket captain, Ricky Ponting features in the ad, enjoying a range of experiences that ‘money can’t buy’, such as going to the Formula 1 Grand Prix in Monaco and driving a Ferrari around the beautiful shoreline. Without mentioning betting or quick wins and without focusing on the ‘young male punter’ market, Crownbet aims to attract customers for the member experience they can offer.

There is fierce competition in the Australian gambling market with bookmakers battling it out for their share in the industry. Advertising campaigns are an important aspect of this competition with some bookmakers looking for new and unique ways to attract more customers.

TAB recently launched the ‘We Love a Bet’ campaign as they compete for their share of the market. Recently, the Australian Financial Review reported that Sportsbet moved into first place in terms of the Australian online betting market, bringing in $2.45 billion in revenue in the first half of 2016. This is around $300 million more than Tabcorp’s TAB for the same period. With its new ad, Crownbet is vying for a larger slice of that market.


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