UK-facing operator 10Bet is preparing to launch a new advertising campaign to promote its SBTech-powered In-Play betting service, with a massive summer of sport well underway and Euro 2016 approaching.

10Bet managing director David Bazak said the strategy behind the launch of 10Bet’s first-ever offline campaign was to connect with a new generation of sports fans.

“Our variety of In-Play markets and live events gives us an edge over the majority of UK bookies, and while we may not have the advertising resources they do, we’ve achieved critical mass in terms of customer numbers and are ready to throw our hat in the ring to challenge for significant share of voice in an already noisy market,” he said.

“Together with our partners, we’ve taken a very scientific approach towards attracting and converting new customers. We know we need to box clever in order to take on the real heavyweights, so we’ve gone for an efficient, streamlined and aggressive fight plan that plays to our key strengths and reinforces our mastery of in-play betting.”

The campaign, produced in partnership with newly-appointed London agency Jump and media partner AMS, will focus on 10Bet’s in-play markets for over 22,000 live events per month.

“After a year of exponential growth in terms of product development, betting markets offered, customer base and overall revenues, 10Bet is confident that their new line of attack will cement brand awareness and grow market share in a territory with some of the world’s savviest punters,” added Bazak.

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