Bet-at-home explains successful marketing drive

Bet-at-home explains successful marketing drive

Tuesday, November 10, 2015 Totally Gaming
Klaus Fahrnberger discussed the company's first nine months of 2015

Bet-at-home executive Klaus Fahrnberger has told TotallyGaming.com that marketing improvements were behind the company’s impressive trading update.

The European online operator reported that gross betting and gaming revenue in the nine months to September 30 was up 8.4 per cent to €87.5m ($94.1m).

Profit before income tax was up by 28.8 per cent to €23.1m, with the company increasing its workforce by 2.8 per cent but slashing marketing expenses by 21.5 per cent to €26.9m. It is changes to marketing - which was unusually high in 2014 due to the Fifa World Cup - that investor relations manager Fahrnberger identified as a key driver of growth.

“One of the main reasons for our success was that we were able to once more strengthen our marketing efficiency and the optimisation of our marketing mix,” said Fahrnberger. “We also took measures to increase customer profitability by detailed customer relationship management. These factors led to increasing gross gaming revenues combined with strong bottom line figures.”

Bet-at-home said that it “expects a slight year-on-year increase in gross betting and gaming revenue” for the 2015 financial year, with operating profit set to be “in excess of €25m”.

Fahrnberger told TotallyGaming.com that the Austria-based company will be seeking to influence gambling policy in Germany after recently joining the German Betting Association (DSWV).

“Notably, after Hesse’s highest administrative court has finally stopped the sports-betting licensing procedure, Bet-at-home is eager to actively contribute to the debate on how best to improve Germany’s regulations," Fahrnberger said.

“As an association of high-profile operators that can be more easily achieved with a cooperative effort rather than by individual companies alone.

“We advocate a gambling law based on the model of Schleswig-Holstein, opening the online sports betting and gambling market under fair conditions without limited number, which has been taken up by the federal state of Hesse recently. This can be considered a first success of DSWV.”

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