BUSINESS

Media Corp, Hippodrome online JV; Betfair, Betgenius, Betstar, Ladbrokes briefs

TAGs: Betfair, BetGenius, Betstar, Ladbrokes, media corp, Paddy Power, Prima Networks

media-corp-betstar-ladbrokes-betgenius-prima-betfairJust one day after KAX Media announced the official relaunch of Gambling.com, that domain’s former owners, Media Corp, announced a deal to provide London’s Hippodrome Casino with a branded online offering. Hippodromecasino.com will initially feature poker and casino games, with sports betting and bingo channels expected over the coming year. Hippodrome Casino customers will also be able to make cash deposits and withdrawals to and from their online accounts at the Hippodrome Casino venue. The Hippodrome is currently undergoing a £40m redevelopment and is set to re-open in March. The Hippodrome/Media Corp joint venture is set to launch April 1.

Prima Networks has inked a deal to supply Quickfire casino software to Italy’s Media Providing, a subsidiary of BP Holding Ltd. The Milan-based company supplies a number of AAMS-approved sites with sports betting, horse racing, bingo and poker software, but Alessio Bariletti said the addition of Prima’s “first-rate product gives us a competitive boost in the online casino landscape.”

Ladbrokes has hired virtual marketing tag management firm TagMan to “become more agile in the way it adds, edits and removes on-site tracking tags.” Lads is the first gaming sector client to hire Tagman to help measure and optimize its online marketing campaigns.

Aussie bookmakers Betstar have hired creative agency Whybin/TBWA Melbourne to help grow and develop the Betstar brand, with the first campaign expected in the first quarter of this year.

BetGenius Ltd. has licensed its Connextra video advertising banner technology to Paddy Power. The deal will deliver live dealer casino video to online creative in Paddy’s online marketing campaigns.

Betfair is the new sponsor of the Kingmaker meeting at Warwick Racecourse, scheduled for Saturday, Feb. 11. The betting exchange’s Tony Calvin humbly suggested that the deal “cements my belief that we are set – if we are not already – to become the most significant bookmaking sponsor in the sport in 2012.”

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