BUSINESS

Sportsbet continues to rule Australian betting operator brand recognition

TAGs: Australia, Sportsbet, Tabcorp

sportsbet-australia-betting-brand-recognitionOnline betting operator Sportsbet has once again topped its rivals in brand awareness among Australian gamblers.

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.

Comments

views and opinions expressed are those of the author and do not necessarily reflect those of CalvinAyre.com