Expansion leads to customer growth for Sky Bet

Expansion leads to customer growth for Sky Bet

Wednesday, March 28, 2018 Posted by Joseph Streeter
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Sky Bet is ready for a strong 2018 heading into the World Cup

Issuing record breaking interim results for the the 26-week period culminating on the 28 December 2017, online betting operator Sky Betting and Gaming revealed significant customer growth, increasing its customer base by 19% to 2.0m.

The operator continued to gain strong exposure through the extension of its partnership with the English football league, a sponsorship that is undoubtedly regarded as one of the most significant in the gambling sector.

Sky Bet’s customer base didn’t provide the sole source of expansion for the group, as it also grew its workforce building off investment, with a specific focus on its Yorkshire based offices. Furthermore, this year also saw Sky Bet launch its Industry-first “safer gambling” campaign.

Following up safer gambling innovations, Sky Bet also placed an emphasis on expansion throughout 2017, something that undoubtedly would have played a key role in the group’s significant growth of its customer base.

Richard Flint, CEO of Sky Betting & Gaming, commented: “The business continued to perform very well in the first half of 2017/18. Our focus on the customer, and delivering quality experiences, offers and promotions continues to differentiate our brand, and we extended our lead as the UK’s most popular online betting brand.

"During the period, we continued to enhance our range of markets, products and offers, with more betting options than ever and over 20 exclusive new games launched on our gaming brands. Our investments in data science are delivering greater personalisation to our customers, with the home page tailored towards the individual, and recommended games and bet options delivering relevant and appealing content.”  

Emphasising just how positive the safer gambling initiative of the company was, he continued: “It was particularly pleasing to launch a fully integrated safer gambling campaign during the period, and we continue to increase our investment in research, data analysis and capability to provide a safe and responsible gambling environment for our customers.  

“During the industry’s annual ICE show, I outlined a four-point plan to harness technology and customer data to try to reduce harm . We support a mandatory research levy, and increased regulation from the Gambling Commission to protect customers that are at risk. We also extended our headline sponsorship of the English Football League for an additional five years, taking it through to the 2023/24 season, with responsible gambling at the heart of the agreement.”

Additionally, he spoke of how positive the job creation in the Yorkshire area has been: “We are proud of our record of job creation and investment in Yorkshire, with an additional 230 jobs created in the period, as well as our contribution to regional and national taxation. A report by WPI Economics estimates that we contributed over £300m gross value added to the Yorkshire economy in 2016/17, and we plan to continue investing in the region.  

“During the period, we continued to export our success, with the launch of our second international business Sky Bet Deutschland for German sports betting customers. This business aims to provide the same quality of user experience, range of bets and simplicity to German customers that our UK and Italian customers have come to expect from us.

"We have just enjoyed our busiest ever Cheltenham, with bet volumes peaking at just over 300 bets per second, so with strong momentum in the first half of the year, we will maintain our focus on investment in talent and technology, delivering innovative and quality products and offers to our customers, leaving us confident that we can deliver further growth.”  

Totally Gaming says: Sky Bet’s strong results and continued innovation will position the Group strongly ahead of this summer’s World Cup, which will undoubtedly provide an unmatched opportunity for growth and customer expansion, specifically for a renowned sportsbook like Sky Bet. Furthermore, Sky Bet will point to its smooth expansion in the German market as affirmation that it can be successful in future new markets.

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