William Hill to Target Australian Gambling Market
UK bookmaker, William Hill, has announced plans to boost its market spending in the Australian gambling market, identifying it as one of the “largest digital gambling markets outside the UK.”
William Hill says it will increase its promotional spend to $58 million, a jump from 26 percent to 28 percent of its marketing revenue in Australia, this year, thereby aiming to prevent other overseas companies that have moved into the market recently from becoming profitable.
“In Australia, recent improvement in performance has given us the confidence to consolidate our position as a challenger brand with more marketing investment,” said William Hill in its 2016 full year report.
“This will increase our marketing to net revenue in Australia from 26 percent in 2016 to 28 percent in 2017. This investment will be supported by a continued pipeline of product innovations, in which we benefit from owning our technology platform and being able to release new products faster than competitors.”
“As one of the largest digital gambling markets outside the UK, this remains an attractive market, but it is intensely competitive and we want to capitalise on our position as one of the leading operators.”
According to William Hill, the five leading operators in the country account for 80 percent of the market share. William Hill has 284,000 active customers in Australia with a 19 percent increase in new accounts. According to the company, while a number of bookies operate in Australia with new European operators, such as Bet365, Ladbrokes and Paddy Power, entering the market in recent years, most of these are not yet profitable.
It has spent the last year rebranding CentreBet and Tom Waterhouse which is acquired in 2013 and then resurrected the CentreBet brand earlier this year as part of its recent campaign in Australia.
March 27, 2017