Paddy Power Betfair plots launch of gaming-only brand
Flutter, Blue Square and Roller considered as potential names as firm seeks solution to gaming woes
Paddy Power Betfair is planning the launch of a gaming-only brand, as the firm seeks to solve the gaming issues which have plagued the group since Q4 2016.
The trend continued in H1 as gaming revenues fell 3% to £120m.
And speaking on an investor call this morning, PPB CEO Breon Corcoran said the firm was “fixing what could be fixed” on gaming – including UI, digital marketing and more branded content – but the end game was likely the launch of a gaming-only brand.
Corcoran said the firm was consumer testing a number of brands, including Roller, Two Sixes, Blue Square and Flutter, adding: “I don’t know that guys like me are the ones to make that decision, but we’re testing those brands and others in the market to see what the right brand for the gaming-led customer is.”
Roller is an old mobile casino brand launched by Paddy Power in 2012 and closed in 2015, while Betfair acquired the assets of online bookmaker Blue Square in 2013, and betting exchange Flutter back in 2001.
The chief exec, who is set to depart in the coming months, said the move was necessitated by the brand heritage of Betfair and Paddy Power, both of which resonate far more with sports bettors than gaming customers.
“Most of our sports competitors seems to be acquiring more gaming customers directly to their gaming brands which is understandable given the history of our brands. So I’m not surprised when our research shows that Coral and Sky Bet drive more traffic direct to their gaming sub-brands.”
Corcoran added that gaming-only brands had a better understanding of their customers than PPB currently and better automated marketing, whereby they ran promotions constantly rather than focusing it around major events as PPB was inclined to do.
The launch of the new brand and other gaming tweaks are expected after the firm completes its migration onto a single platform towards the end of 2017.