Victor Chandler rebrands as BetVictor in UK
Move aligns its UK operations with those across Europe.
Gibraltar-based bookmaker Victor Chandler is preparing to align its UK operations with those overseas by rebranding as BetVictor.
The process is designed to “Create consistency internationally”, according to marketing director Karl Riley, with the new UK brand name already in place across Europe.
BetVictor chairman Victor Chandler (pictured), who will remain the figurehead of the business, said: “The UK will continue to be the fulcrum of our international business and it makes perfect sense that the same brand name is used here as in foreign territories.”
The BetVictor brand is particularly strong in Spain with the operator among the first to apply for a licence in the newly regulating market.
In an interview with eGaming Review earlier this year the chairman admitted that, rather than the original VCBet brand, “We should have gone with BetVictor [in Spain], which was our other option…four or five years ago.” The BetVictor name was introduced in Spain in June.
To begin with the revamp will simply entail a new website and rebranding “ with products on other verticals such as poker also taking on the BetVictor brand “ although “an integrated marketing campaign” is set to follow in the forthcoming weeks.
The news comes after BetVictor integrated Passoker’s live betting product into its offering, while it also launched a new poker room on the Microgaming network in November 2011.