BUSINESS

Isle of Man’s new B2B license; Ladbrokes’ new ad firm; Betfred PPC deal

TAGs: B2B, Betfred, Isle of Man, Ladbrokes

ladbrokes-betfred-isle-of-manThe Isle of Man, already the favored online gaming license-issuing jurisdiction of such operators as PokerStars, 188Bet and Paddy Power, has announced a new class of license. The network services license is aimed at the B2B crowd, and the IOM hopes it will not only bring in new clients, but also expand opportunities for existing ones. Garth Kimber, head of e-gaming development, said “‘The level of license required is dictated by the type of business-to-business relationships a company intends to pursue and covers all gaming activities from sportsbook to poker and involves the same application process. All levels of license are still processed in a maximum of 12 weeks.” The network services licenses will run £50k/year plus £5k per overseas customer, with a maximum duty on retained profit of 1.5%.

Ladbrokes has announced SapientNitro as the betting outfit’s new advertising firm. SapientNitro already provided strategy and technology services to Ladbrokes at both the retail and online level, and is now prepping a new TV and print campaign set to debut in August. SapientNitro managing director Nigel Vaz claimed Lads had been “looking to align its marketing communications more closely with changing consumer behavior and customer expectations” and that the August campaign “is based on new customer insights that will add value both to Ladbrokes and its customers.” Lads first announced it was seeking new mad men in May, following a split with M&S Saatchi, which had handled Lads’ account since 2007.

Betfred has tapped Manchester search agency theEword to handle its pay-per-click (PPC) account, in the hope of driving more traffic to Betfred’s online and mobile sites and to boost conversion rates. Betfred has given theEword a mandate to design and implement a range of PPC marketing services for five product teams within Betfred.com.

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