Win Cash Live makes recreational sportsbook play
Operator ditches female-focused strategy and relaunches website as it looks to target male bettors
Win Cash Live is setting its sights on the male recreational sports punter after deciding to move away from a strategy of focusing on the female demographic.
Speaking to eGaming Review, the operator’s CEO Ashley Faull (pictured) said the original business plan, which involved previewing novelty markets through broadcasts screened on its website and live TV, had failed to gain sufficient traction.
As part of a fresh strategy, Win Cash Live has turned its attention to the young, male, recreational bettor and in the past week completed a website overhaul which included the addition of a more comprehensive sportsbook service and new in-play markets with the strapline ‘GET IN to win’.
The sportsbook runs on an OpenBet platform and uses a Betradar pricing feed, although Faull said the firm would build its own trading team in order to complement the Betradar service with some of its own unique markets.
“We have pivoted away from live TV,” Faull said. “We were on TV live from May until August and came off our live TV channels as it just wasn’t working.
“We were trying to use the channels to attract a new female-orientated audience into soft gambling but we have moved away from that now and are providing a new sportsbook offering with a few twists , the key being simplicity,” he added.
Faull said the costs involved with broadcasting on live TV “in retrospect meant the consumer proposition wasn’t attractive enough” but felt there was an opportunity emerging in the consolidating UK sportsbook market.
“I do think the mergers provide opportunities for entrants like us,” Faull said. “I think there will be niches to exploit – some of the companies may have their eyes on much bigger prices and doing less development for the benefit of the customers, giving us an advantage as a smaller operator,” he added.
Win Cash Live has been busy building its online presence through digital marketing agency Mango Storm while it recently appointed former Betfair media strategists Arena Media to help devise an above the line push later this year.
In addition to trading talent, Win Cash Live is also on the hunt for a head of casino and digital communications manager, while Faull said he expected to announce a new COO in the coming weeks with the final round of interviews underway.
The new strategy has also seen the operator move out of its west London home and relocate to Bournemouth on the south coast, with the television studio in London no longer of use.
Faull said 21 of the operator’s 24 staffers had made the move, while its new location would enable the firm to tap into the talent coming out of the town’s university.