Betfred plan mobile first strategy for Aussie market entry

BetfredBetfred announced plans to launch its brand in Australia, applying a mobile first strategy to its marketing and operations, as it aims to establish itself in the market. Betfred believes that utilising mobile channels for the Australian igaming market will create a point of difference between them and their competitors.

Luke Brill Managing Director of Betfred Australia, announced that the operator would launch a sports betting app ahead of this summers FIFA World Cup. The app will be supported by mobile marketing focused advertising and brand campaigns.

Furthermore Betfred’s app, will be supported by specially designed  Rugby League and Aussie Rules apps, which will add further inventory to the operators Australian sports betting portfolio. The operator will aim to have top tier markets available to Australian sports betting customers, with focus on popular Australian betting markets, such as Horse Racing, Rugby League and Cricket.

Luke Brill commented on the upcoming launch – “We are aiming to create a point of difference on mobile with a broad range of specific apps, including ones which will appeal to geographical sports preferences.”

“Horseracing will come when it’s ready. It’s hard to get it right and we are reluctant to bring anything to market that’s not exactly right”

Betfred’s mobile inventory for Australia will be submitted to the North Territory regulator, in order to comply with regional igaming governance and legislations policy.

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