Tatts boss excited by Ubet launch

Tatts boss excited by Ubet launch

Thursday, April 30, 2015 Totally Gaming
Robbie Cooke believes Ubet can hit the top of the Australian market

Tatts Group chief executive Robbie Cooke has decribed the launch of Ubet as "the most exciting time in our business' history" after the new brand was launched last night.

Ubet will become an umbrella brand that incorporates TattsBet and a host of other betting companies run by Tatts Group, as it seeks to challenge Tabcorp and the incoming UK giants in the Australian market.

The rebrand was first publicly discussed in 2013, with the Ubet launch confirmed in November 2014.

Last night the Ubet website and handheld apps were launched, after the opening of its first new retail outlet, with Cooke believing that the branding and technology will be the key to its success.

“In developing a brand that aligns our business nationally, as well across both digital and retail channels, we’re ensuring we have one, clear message for customers, where previously, it’s fair to say, we’ve been confusing them," Cooke said.

“The investment in new technology is positioning UBET as a serious player in what has become one of the most competitive consumer sectors in the Australian marketplace. The mobile and iPad apps are a best-in-class offering.

“We expect to boost sales through our digital channels, but also see our next generation retail concept providing a powerful advantage over our corporate competitors.”

The new brand name and its black and green livery will be rolled out to Tatts 1200 retail outlets over the next three to five years.

Cooke also revealed a raft of new sporting sponsorships that will form part of a AUS$15m (€10.6m/$11.8m) marketing spend.

In addition to its existing sponsorships of some racing carnivals and AFL Aussie Rules team the Gold Coast Suns, Ubet will also sponsor the AFL's Port Adelaide, A-League football club Melbourne City and V8 Supercars.

The company has also rounded up prominent athletes to act as ambassadors and provide commentary on its betting website, including AFL player Jonathan Brown, NRL rugby league ace Anthony Minichiello and former Wallabies rugby union captain Nathan Sharpe.

Cooke said: "We will act in our commercial interest in the market as we push out. We can spend AUS$15m or we can go higher too.

"Tatts in the past has not engaged in wagering marketing activity to any major extent.

"This is the first time that we're out there actually fighting back. In Australia we are the largest non-casino gambling group. It is time to start behaving as the market leader."

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