SBC News Voice of the Sports Betting Industry
Team SBC caught up with Barry Martin, CEO of 666Bet.com, the former founder of London’s first ever live poker club – the Gutshot Poker Club, Barry Martin is not afraid of facing new challenges, fresh from launching 666bet’s offer of 1966/1 on England winning the World Cup, Barry talks to SBC about his future hopes for the 666Bet brand and its operations.
SBC: Barry, great to catch up. How did 666Bet.com come to fruition and what are your company’s ambitions for the coming months?
Barry: For any new business all you can hope and plan for is a smooth launch where you provide a clear message to your customers so they can engage with the brand and then continue to interact with you. It is vital to build a strong, long term relationship with your customers and you have to get that right from the beginning.
I honestly feel that 666Bet.com is going to shake up the betting market and we laid down an early marker with our offer of 1966/1 on England to win in Brazil.
It is a crowded marketplace, and I’m sure there is going to be some consolidation over the next few years, but there is still room for daring and aggressive brands that are prepared to offer something different. There are plenty of opportunities out there and we intend on grabbing them with both hands.
SBC: As a CEO of a new igaming brand trying to tackle the UK market, what factors and concerns did you have to asses before entering the market?
Barry: The decision to break into the very competitive UK gaming market was one we did not take lightly. We spent six months systematically reviewing the marketplace and it became clear to us that there was a big gap for a company that was creative, dynamic, hungry and attentive, with a strong focus on customer service.
I won’t name any names, but there are too many betting companies out there that don’t do enough to keep their customers interested and engaged. You’re not going to survive if you just chug along. Innovative and aggressive marketing is a must. And that is something we are going to deliver.
SBC: Your team have placed a high emphasis on brand marketing and PR of your products and communications. How will your team aim to make 666Bet stand out in a competitive and saturated igaming market?
Barry: The one thing you need in this market is to get noticed. Our first big decision was to find the right face for the brand and top of the list was Harry Redknapp. I am amazed no-one had signed Harry up before as he is unbelievably knowledgeable, media friendly, excellent in front of camera (just check out our TV ads to see him in full effect) and generally an all-round really nice guy.
We were also thrilled to bring Vas Blackwood – of Lock, Stock and Two Smoking Barrels fame – into the mix for the TV ads as it added a really professional and comic dimension. When you’ve got Harry and Vas in the same room, the magic just seems to happen.
Our 1966/1 launch offer created a huge amount of attention and we have a very aggressive but creative plan overt the next 24 months which should see 666bet.com become a household brand.
SBC: Recent UK studies (E-Consultancy) have demonstrated that marketing of sports betting products are not driving impact and engagement by viewers, why do you feel this is the case, and how will your brand tackle this current industry dilemma?
Barry: This is something that we feel we have a handle on as we are not just another faceless, offshore gaming operation that lacks any soul. We are based in central London and all our staff are located here and have English as their native tongue. We have a huge amount of online gaming expertise and we are making customer engagement one of our principal drivers.
I don’t want to come across as cocky, but I would question anyone that says our TV adverts aren’t impactful and engaging, while our introductory offer got everyone talking. Look, we’ve started the way we wanted to, but we now must keep the momentum up and make sure things stay fresh for our customers. We’ve got lots of things planned.
SBC: As a new igaming brand how will you look to build long term customer loyalty and retention for your products?
Barry: Our tag line is “Get Involved”. We want everybody involved, staff and customers alike. We want to create strong emotional connections with the brand and make sure we make them feel special. It really is that simple.
SBC: Finally, you have a background in land based gambling as the founder of the Gutshot Poker Club, can any learning’s and competencies from past gaming experiences be transferred and exercised in today’s igaming market?
Barry: Anyone who was part of the Gutshot Club in the early days will tell you I did every job during the first 12 months: chef, barman, dealer, tournament director, toilet cleaner, bouncer, car jockey, marketing exec, accountant, plus about another 20 jobs! I knew the club inside out and pretty much all the members as well. And that is saying something because after the first 24 months we had over 18,000.
What I am getting at is going back to your question about engagement, the members knew me and we engaged with them and they felt part of the club. It materialised into a real sense of pride like it was their idea to create a poker club. This is a sense of belonging which is hard to replicate online but we plan to take 666Bet.com to the customer and interact as much as we can in the next few years. Watch this space, it’s going to be exciting.
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Barry Martin, CEO of 666Bet.com
