7. Tipico (2018)
Financials: The operator’s financial figures are not made public, but numbers seen under NDA reveal a business that has grown strongly year-on-year
Strategy & impact: Has a stellar portfolio of football sponsorships in the Bundesliga and has focused on omni-channel opportunities by leveraging its retail footprint
Geographic reach: Tipico is one of the leading operators in Germany and claims to have increased its market share to more than 50% (online and retail)
Influence & leadership: The Malta-based firm remains the market leader in the German sports betting market, both online and offline[/su_box]
For a company that is so high up in the EGR Power 50 rankings it is perhaps a bit surprising how little is actually known about the ins and outs of the Tipico business. The Germany-facing betting operator has had a period of absence from EGR’s annual rankings over the past couple of years as the firm had opted not to share its financial figures with our partners at BDO. EGR had also been unable to obtain any significant insight into the actual size of the operation to compensate.
This year is a different story, however, and the operator has opened up its books exclusively for the Power 50. And although the figures must remain confidential, Tipico more than deserves its high position in the Power 50 after its numbers revealed a business that is both substantial in size and growing stronger year-on-year than many of its competitors. In 2018, it claims to have increased its market share 50% in Germany (online & retail), with digital accounting for more than 60% of the business. This suggests the group has benefitted from its decision to sell large parts of the business to private equity firm CVC Capital Partners back in 2016.
Tipico, which has been headquartered in Malta since 2004, is also a formidable force on the German and Austrian high streets with more than 1,000 shops open to sports betting customers. And like its counterparts in the UK, the operator has attempted to leverage its retail footprint by offering an omni-channel experience to customers. This includes the Tipico Card which customers can use online, in its shops and via betting terminals, allowing them to view their account history and current balance.
Elsewhere, in October the company announced the launch of a new payment method to enable customers to deposit and withdraw in supermarket and retail stores.
It has also been a busy year for the company on the marketing front, having unveiled a new ad campaign fronted by brand ambassador and former German goalkeeper Oliver Kahn, as well as extending its sponsorship of the Austrian Bundesliga for another two seasons. Much of its marketing prowess is being driven by its Tipico Services arm in Gibraltar, which provides services including media buying, SEO expertise and strategic sponsorship partnerships.