The Australian wing of online gambling group Betfair has engaged M&C Saatchi Melbourne to handle its creative advertising account following a three-way competitive pitch.
 
The agency won the business after a review involving two other, unnamed, Melbourne-based agencies, reports B&T Marketing.
 
M&C Saatchi will be the first Australian ad agency for Betfair, which was granted a license to operate from its Tasmania location in January 2006. The betting exchange, which allows in-game or in-race betting as well as the ability for users to set odds against each other, is already an established brand in several overseas markets, including the UK.
 
The speculation is that Betfair is about to significantly ramp up its marketing spend following the relaxation of rules on gaming advertising (see previous InfoPowa reports). The Australian betting market is becoming increasingly competitive, with a growing list of active betting organisations such as Centrebet, Sportingbet and Paddy Power.
 
In November last year, Betfair struck a three-year sponsorship deal with Melbourne’s Sandown Racecourse, which was renamed Betfair Park.
 
“We’re excited about winning the pitch and are very pleased about partnering with a great company like Betfair,” said Dave Brown, md of M&C Saatchi Melbourne. “They are a great cultural fit with us – young, dynamic, and with a great product.
 
“Since advertising restrictions were lifted on the wagering industry last year, Betfair has been looking to expand its customer base and further its reach in the Australian marketplace.”