Tatts' betting operations rebrand as UBET

Tatts' betting operations rebrand as UBET

Friday, November 28, 2014 Totally Gaming

Australian gaming company Tatts Group will attempt to respond to increasing competition in its domestic market by rebranding and unifying its betting arm.

Tatts' retail and online wagering brands will operate under the name UBET from early 2015, with names such as TattsBet, SA TAB, NT TAB, Tasmania’s The Tote and Tatts.com being dropped.

Tatts wants to take on internationally-owned rivals such as Sportsbet, Sportingbet and William Hill, which all have an increasing presence in the AUS$26bn (€1.8bn/$2.2bn) Australian market, but the company's management did not believe it had a brand that could compete.

Robbie Cooke (pictured), chief executive and managing director of Tatts, said: “The rebrand represents a monumental step change for our wagering division, as the business undergoes a transformation to reclaim its leadership position in one of the country’s most highly competitive consumer sectors. 

"As one of a handful Australian-owned providers in the market and the TAB operator in four states and territories, our wagering business has a proud and rich history.In recent years, however, consumer behaviour has evolved and the competitive landscape changed dramatically with the introduction of corporate bookmakers.”

The move follows an 18-month project, working with Hulsbosch brand and design agency, which confirmed TattsBet brands were “messed up” and holding back the company, Cooke admitted. Unlike its competitors, the company had also failed to invest in digital, something it will now address, he said. 

Cooke, who arrived at Tatts in January 2013, explained that while its name is changing, the company's entire philosophy would also be altered, with a new-look website and mobile phone app also launched amongst other changes.

“We’re not just taking a band-aid approach to address the issues we’ve been facing in the market,” Cooke said. “Instead, we’ve invested a lot of time to reflect on the business as a whole and look at it objectively through critical eyes, reviewing what makes us successful, and where we fall down.

“UBET has been created to evolve the identity of the business and integrate a new philosophy, to put the customer at the heart of what we do with an aim to breed a sense of excitement from our employees extending all the way to our consumers.

“We’re improving every corner of the business, investing in digital innovations, our people and the brand identity, to ultimately improve the user experience, in a move to attract new customers, as well as retain our current clientele.”

Tatts Group was formed in 2007 through the merger of Tattersalls Limited and wagering company UNiTAB. The Tatts wagering division operates more than 1,400 retail outlets in Queensland, South Australia, Tasmania and the Northern Territory and has a presence throughout Australia via online, mobile app and phone services.

In the 2013-4 financial year, Tatts' wagering division suffered a two per cent fall in revenue to AUS$2.3m, and earnings before interest and tax fell 7.4 per cent to AUS$144.1m.

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