According to a new UBS survey of 1k Australian punters, Paddy Power‘s local subsidiary Sportsbet ranked highest among betting operators with a brand recognition score of 85%. Sportsbet’s triumph echoes similar brand recognition surveys conducted in recent years by Global Reviews.
Domestic betting operator Tabcorp and Ladbrokes Australia were in a dogfight for second place, but both were well back of the leader at around 68%, while William Hill, Bet365 and CrownBet also scored in the mid-60s range.
William Hill’s Centrebet brand and Unibet’s Australian division earned scores in the low-50s, and Tatts Group, Tabcorp’s Luxbet and Betfair all generated high-40s numbers, while Ladbrokes’ Betstar and Bookmaker brands could manage only low- to mid-20s scores.
Sportsbet also earned top honors for the highest number of active accounts among surveyed punters at 26%. Here again, Tabcorp was a distant second at 15%, although this was nearly twice the score of third-place finisher Crownbet.
All told, six major operators – Sportsbet, Tabcorp, Crownbet, Ladbrokes, William Hill and Tatts – accounted for 72% of the total number of active accounts.
Interestingly, around half of those surveyed claimed to have placed an in-play wager with an Australian operator, despite the prevailing doubt about the legality of online in-play betting apps offered by the likes of Sportsbet, William Hill, Bet365 and Unibet.
The value of sports sponsorships was also on full display, as 57% of surveyed punters said they would wager with an operator who brought them live broadcasts of sports events.