Sportsbet has always been a leading sportsbetting provider in Australia – and now, the company continues to build its profile by becoming the most recognisable gambling brand among punters. According to The Weekend Australian, Sportsbet leads in the way of brand awareness, ahead of major competitors like TabCorp, Tatts and CrownBet.
In a report from UBS, Sportsbet was identified as a marketing leader. Spending $41 million on advertising in the past year has been incredibly beneficial for the company, as Sportsbet has a 75% brand awareness rate among punters while its top competitors only 15% recognisable. Of these firms, TabCorp has the most active accounts, but Sportsbet continues to lead the way in sales.
These figures have translated well into sales, as Sportsbet has the highest number of active betting accounts in Australia with 26%. It has a significant portion of the sportsetting market share, which may inspire other gaming operators to boost their advertising budgets.
However, they may experience some difficulty in finding ad space. This is because responsible gambling advocates want to place strict limits on gambling advertising on television. Andrew Wilkie and Nick Xenophon have already pushed to ban gambling ads during G-rated time slots, and many more safeguards may be introduced to limit the exposure of young people to gambling ads.
Companies like William Hill, CrownBet, Tatts and Ladbrokes will certainly have to step up their game if they want to earn back some of the market share from Sportsbet. With impending restrictions on gambling advertising, these operators may have to get a bit more creative in order to reach out to a wider audience of punters across Australia.