E-gaming Advertising – Celebrity Works
By Warwick Bartlett
Loveable East End ‘geezer’ Ray Winstone’s appearance on the BBC’s satirical current affairs programme Have I Got News For You neatly demonstrates the power of brand and advertising and will have pleased online betting firm Bet365 greatly.
During the 30-minute programme on primetime Friday night billing they mocked up the Bet365 TV advertisements offering odds on certain events, without the Bet365 logo of course, but most viewers will have associated them with the Bet365 adverts, so ubiquitous have they been.
Bet365’s adverts use Winstone as the central character to promote in-play betting and live streaming of sports events.
Bwin have capitalised on their sponsorship of Real Madrid and Inter Milan. In the Premiership Bet365 sponsor Stoke City, 12bet sponsor Wigan Athletic, and Genting Casinos sponsor Aston Villa. Some companies, however, have tried shirt sponsorship but seen their deals come to an end for one reason or another e.g. Mansion, 32Red, SBOBET, and Bodog.
Shirt sponsorship ties up capital for the duration of the contract whereas TV advertising runs only for the duration of the campaign giving management more control.
But, the use of celebrity in advertising works, as the Coates family’s (owners of Bet365) position in the 2013 Sunday Times Rich List can testify.
It is said that the directors of companies know more about the prospects of the company than anyone else. So director purchases and sales are watched closely by the market. To be fair 888 shares have had a good run up 106% in twelve months. Bwin. Party on the other hand are down nearly 13% but with the prospects of the U.S. opening up the directors clearly think the shares are undervalued. We shall see.