Q&A: Shane Stafford, head of brand, BetVictor

Stafford explains why the operator changed tack with its above-the-line marketing strategy

Standing out from the crowd can be an immensely strenuous task in a market as competitive as the UK online sports betting sector. And with customers now bombarded night and day with flashy TV adverts, finding a unique voice in the midst of increasingly loud and in-your-face ad campaigns may seem nigh on impossible. BetVictor, however, decided to do things a little different.

In a marked shift away from its competitors, the Gibraltar-based operator decided that louder was not necessarily better and instead opted to move away from its irreverent marketing strategy, ditch the Maurice character and get back to basics. The end result was the launch of BetVictor’s new ‘Simple As’ campaign, featuring a range of TV ads which aim to remind customers of the company’s straightforward betting experience.

The long-term value of this change in approach remains to be seen but, according to the operator, the initial stats show it has paid-off. EGR Digital Marketing spoke to BetVictor’s head of brand to find out more about its new marketing strategy and how the firm is preparing for the upcoming Euro 2016 Championships.

EGR Digital Marketing (EGR DM): How did BetVictor come up with the idea for its ‘Simple As’ campaign?
Shane Stafford (SS): It started with the decision to concentrate on the things that really matter to the customer, the bet. We focused on improving their betting experience, making it simple and more relevant. Removing the clutter from both the product and value message helped us to differentiate ourselves from our competitors.

EGR DM: What has been the response so far from your customers and how can you measure it?
SS: The response has been very positive; we have seen a significant increase in FTDs since the campaign was launched. We saw record level FTDs and bet numbers during the Grand National meeting where our simple and relevant six-place message clearly resonated with horseracing punters. We will continue to focus on giving our customers the best value and the best possible betting experience.

EGR DM: Was it a tough decision to drop the Maurice character from your marketing?
SS: When setting off in a new and unexplored direction, you can’t help but be a little nervous. That said, as a company we knew it was the right decision to make; with the Maurice character, we were competing in a saturated marketplace with the same set of tools, namely:
1: Come up with a funny scenario
2: Slap a value message at the end of it.

‘Simple As’ sets us apart as a betting provider and questions the overall value of communicating to customers in the above way.

EGR DM: Are there any plans to change the brand name now Victor Chandler has left? Does the brand resonate outside of the UK, for example?
SS: BetVictor as a brand carries with it a rich history and heritage that other brands would love to possess and need years to create. We want to establish the brand as a committed technology provider and we have a common goal to make our customers’ betting experience as easy and intuitive as possible. Changing the brand completely is not something we are looking to explore in the immediate future.

EGR DM: How would you sum up the state of marketing within the online gambling space today? Has it become a bit stale/’banter’-focused?
SS: I used an analogy of ‘using the same set of tools’ answering one of the previous questions. This is evident in TV and rampant in digital. We are awash with mimicking offers that compete to bring in FTDs; we oſten refer to it in-house as the race to the bottom of the barrel. I would compare it to the mobile phone industry a few years back. All the providers were competing aggressively with a value-based message. Cutting each other down with “reduced cost sign-up” or “receive a new phone on connection” offers. Then O2 changed the game and started talking about product benefits and cutting through the noise, focusing on what the customer truly wants: an uninterrupted experience.

EGR DM: What marketing channels has BetVictor found to be the most and least effective?
SS: SEO/PPC are strong performers for us as a company, affiliates continue to bring in a stream of new customers and we also have steady direct traffic brought in from TV and PR related activity. All channels play an effective part in a constant brand awareness exercise. Our marketing channels have a symbiotic relationship; TV is as important as SEO/PPC, as are our display ads and CRM. Put simply, our marketing strategy is more effective in unison.

EGR DM: After a tough season for Chelsea, how successful was the deal and how do you plan to get more out of it next year with no Champions League football?
SS: The deal has been a great success; the reach we get from our partnership with the club is extremely strong and we are looking forward to further increasing our investment into sponsorship.

EGR DM: How will you be looking to ramp up your marketing strategy for Euro 2016?
SS: This is an exciting time for BetVictor as a company; as you know, we have just partnered with our new agency for the Euros, Mr President, and are in the process of delivering what we believe to be a truly standout campaign. With a strong push into Germany and Ireland and continued investment in the UK, we are confident our Euro offering will enhance the overall experience of what promises to be a magnificent tournament for all our customers, new and old. There will be a million reasons for customers to bet with us.

EGR DM: Why did you decide to sign up to the ABP scheme?
SS: We are a company with a rich heritage in the sport and we wanted to play our part in ensuring the long term growth, sustainability and success of British Racing. Our Grand National sixplace offer certainly resonated with customers and we are delighted to be partners of British Racing. Our evidence suggests that significant numbers of horseracing customers are choosing ABPs; companies who are committed to securing the future of British Racing.

EGR DM: What does the future hold for online bookies and the racing industry with regards to sponsorships?
SS: Authorised Betting Partners of British Racing will have the opportunity to work more closely with many of the major racecourses as new sponsorship opportunities become available; we have already become the main sponsor of the iconic Open Meeting at Cheltenham in November, featuring the inaugural running of the BetVictor Gold Cup. We will be looking for similar sponsorship opportunities as and when they arise and are delighted to have recently signed a two-year deal to become partners with Racing UK; we are convinced that a significant number of online horseracing punters will make the move to ABP’s which support British Racing.

EGR DM: What else can EGR DM readers look forward to from BetVictor’s marketing team in 2016?
SS: As we said when we launched our brand refresh last month, this is only the beginning of an exciting journey. Our attention post-Grand National now switches to The Euros and we are looking forward to the challenges that lie ahead for such an exciting brand. Watch this space.