SPORTSBET LEAD BIG SIX IN AUSSIE MARKET
Dominates brand presence among Aussie punters.
A survey of 1000 Australian betting customers undertaken by financial services firm UBS has revealed Paddy Power’s Sportsbet holds the highest brand awareness in the Australian market compared to the other big five wagering firms comprising Tabcorp, Ladbrokes, Bet365, CrownBet and William Hill who collectively hold 72 percent of the Australian wagering market.
Sportsbet’s advertising push, worth around A$41 million, pushed the company top of mind with 85 percent of the survey group, followed by Tabcorp, Ladbrokes, William Hill, Bet365 and CrownBet in sixth position.
According to The Australian, UBS analyst Matt Ryan said customer behaviour was being influenced by the increased advertising wallet of operators.
Tabcorp, Ladbrokes, William Hill, Bet 365 and CrownBet all recorded similar brand awareness to each other but Tabcorp had higher active accounts than that list of rivals, with 15 per cent market share.
Sportsbet led with the highest number of active accounts in the market, with 26 per cent.
According to the UBS survey, vision rights to major sports will be key as the market develops further with 57 percent of bettors saying they would bet with an operator where “they watched the vision”.
Another key factor was new product innovation as 80 percent of survey respondents revealed they place multi-bets and around 50 percent place “in-play” bets.