Australian gambling operator TattsBet announced the a new era of sports and race betting with the opening of its new world-class retail wagering experience – the first phase of a national rebrand to UBET.
Located in Brisbane, Australia’s first UBET store reveals a range of benefits for punters with a fully immersive and more digitally-driven experience, which will provide a seamless transition across online and retail channels
The New Farm outlet will function as a ‘lab store’ opening its doors to punters to test and experience the new store format. Based on customer feedback, final modifications will be made to the retail environment before the new look and feel is rolled out to 1,200 UBET outlets nationally over three to four years. The ‘next generation’ retail wagering concept has been developed by UBET in conjunction with Hulsbosch.
Working in partnership, the team undertook significant research to get to the heart of what customers wanted from a wagering experience and put innovation at the forefront of their retail concepts.
TattsBet Chief Operating Officer, Barrie Fletton said: “Since the corporate bookmakers entered Australia, there has been fierce competition in the market. There is a huge increase in betting brands but we have a distinct advantage in that we have a 1,200 outlet-strong retail footprint.
“Retail currently represents around 70 per cent of our business and therefore our investment is significant and promotes our intention to lead the category.
“The UBET brand is a short and sharp name and puts the customer at the heart of the experience. We have put the ‘you’ in betting and this personalisation is epitomised in our new retail stores,” Mr Fletton said.
The launch of UBET’s new innovative retail environment is part of a comprehensive and strategic brand repositioning project undertaken by Hulsbosch and UBET last year.
Linda Jukic, Creative Director at Hulsbosch said, “Hulsbosch conceived and developed a strategy for a retail space that reimagines the wagering experience and makes the most of their advantageous retail footprint. We created a contemporary environment to attract and appeal to a younger audience for a thrilling punting experience.
Our aim for the retail space was to create an atmosphere of a massive, exhilarating sporting arena and communicate this as a total sensory experience. This enables different behaviours and levels of engagement to take place. For example multi-coloured grandstand seating invites a longer and more individual immersion whereas bleachers supports more dynamic social interaction.