Bet-at-home boosted by ad campaigns as mobile provides promise

Bet-at-home boosted by ad campaigns as mobile provides promise

Tuesday, November 11, 2014

Klaus Fahrnberger, bet-at-home’s investor relations manager, has told TotallyGaming.com that an ongoing marketing campaign by the gaming and betting operator has helped to drive growth so far this year, with mobile becoming an increasingly important platform.

The firm posted gross gaming revenue of €80.7m ($1900.1m) in the first three quarters of the year through to the end of September, up 30.6 per cent on the €61.8m generated during the corresponding period last year.

Earnings before taxes in the nine-month period increased by €6.3m to €17.9m, while earnings before interest, tax, depreciation and amortisation totalled €17.2m, up from €11.1m in the same period last year.

Speaking to TotallyGaming.com about the results, Fahrnberger said that the firm’s advertising expenditure, which jumped 38 per cent to €34.2m in the period, had a major impact on its performance. 

“By continuing our marketing efficiency programme, which we started 2013, one of the biggest impacts on our third quarter was the last 10 games of the World Cup 2014 in Brazil, which took place in July 2014,” Fahrnberger told TotallyGaming.com

“As the major part of the marketing costs for our World Cup campaign were incurred in the first half of the year, the last 10 World Cup Games had a great impact on our Q3.”

Fahrnberger added that an event of the magnitude of the World Cup represented an “ideal time to sustainably increase the awareness of the brand and thus the number of registered customers”.

He added: “Owing to the internationally-scaled advertising campaigns, bet-at-home.com was present via television ads, billboards and online media throughout Europe. The campaign was accompanied by an extensive bonus promotion, which was engaged a lot by our customers.”

 

In terms of future expansion, Fahrnberger spoke of his hope that the passion surrounding the World Cup would translate into more activity surrounding the European leagues and international qualifying matches for Euro 2016 in France, with mobile being a key source of growth.

“Further growth in our sector and the company will be mainly driven by mobile gaming, which becomes more and more important year by year,” he added.

“Another growth driver in the future will be the live-betting segment, which currently amounts about 50 per cent of our sports betting revenue.”

Latest

Yggdrasil backs up Italian launch with central Rome exhibition

Yggdrasil backs up Italian launch with central Rome exhibition

ASA reverses decision on Ladbrokes Iron Man promotion

#twitterlygaming - Eurovision, DFS and Trump

ASA says Daily Star ad 'likely to cause serious or widespread offence'

Gaming Products & Services Directory

The essential directory for the gaming industry