Improved CRM helps Tatts Group hit targets as operator prepares for UBET launch

Australian gambling operator Tatts Group posts an H1 2014 (period ending 31 December 2014) net revenue increase of 14.6% to AUS $139.8 million (£70 million) as group revenues rose a modest 1.2% to AUS $1.51 billion.

Tatts Group management stated that its online gambling division had driven H1 2014 improved performance, as the operator recorded 24.8% of wagering revenue generated from digital products, which countered a decline in bets placed over the phone.

CEO Robbie Cooke commented that he was pleased with Tatts Group digital performance as the operator had improved its CRM capabilities during the period. Cooke further stated that these new capabilities would be used for the upcoming launch of Tatts UBET wagering brand

Tatts is set to include its wagering businesses under the new UBET brand later this year as it faces rising competition from foreign-owned online operators such as Sportingbet, Bet365 and Sportsbet. UBET will replace brands such as TAB and Tatts.

Robbie Cooke said UBET was ready to be launched, with the first rebranded retail outlet expected to be opened in early April.

Mr Cooke said the company was trialling new betting technology as part of the rebranding including new mobile apps, virtual racing and self-service terminals.

The company expected increased digital products will help offset a decline in sales at its “bricks and mortar” operations and from phoned bets. Phone betting dropped 12.7 per cent in the first half while betting at retail outlets fell 1.8 per cent.

“We are optimistic about our potential to deliver strong growth in digital,” Mr Cooke said. “The increase in digital sales more than offset the decline in phone-based sales. In fact, our digital sales growth is outpacing the phone sales decline three to one.”