How betting operators can maximise Russia 2018

How betting operators can maximise Russia 2018

Friday, December 1, 2017 Posted by Joseph Streeter
Operators will need to overcome strict restrictions at this Summer's World Cup

With the draw for the group stages of the tournament taking place this afternoon, betting operators will already have a tactical approach in place in order to maximise the World Cup as a betting product.

The World Cup will undoubtedly be seen as a prime opportunity for betting operators to grow into new markets and expand their customer bases. However, strict advertising restrictions in Russia mean this year’s tournament presents an extra hurdle for those looking to place it at the forefront of marketing campaigns.

When asked about whether restrictions in Russia will lead to guerilla marketing by betting operators, SportPesa Head of Marketing Shaun Simmonds told “I'm sure the usual suspects will have some tricks up their sleeves. I noticed recently that a certain mischievous bookmaker had partnered with an independent football governing body named CONIFA - so I'm looking forward to the part that plays in their World Cup PR strategy.”

While emphasising that social media will play a huge role at this World Cup, Simmonds also underlined that an ‘extra emphasis and budget will be allocated to social media at this World Cup', because of the host nation’s extra restrictions. He also revealed that SportPesa is already working on its social media strategy for the World Cup, such is its importance.

SportPesa recently signed a five-year deal to become the prime sponsor of Football Manager, a deal which increases its sports sponsorship portfolio. The Kenyan operator already has deals in place with Everton and La Liga.

Totally Gaming says: Creativity in marketing has never lacked for betting operators, however that should be taken to the next level at Russia 2018. Whilst the football on the pitch will provide the main spectacle, the marketing approaches of betting operators will undoubtedly provide an interesting sideshow.

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