Unibet Seeks Australian expansion with new marketing agency

Patrik Maximilian Andersson – General Manager Unibet Australia

Unibet confirmed the appointment of Sydney based marketing and advertising agency Leo Burnett , as the operator seeks to increase its presence and coverage in the Australian igaming market.  Unibet had announced plans to concentrate expansion in the region, in its Q1 2014 performance report.

Unibet had entered the Australian igaming market in 2012 with the £14 million acquisition of bookmaker Betchoice. The operator confirmed that 2013 had been a year of integration and knowledge finding in the region, as the operator migrated acquired players to its gaming platforms developed the correct strategy in which to tackle the Australian market.

In its recent Q1 publications for 2014, Unibet published declining figures, with net revenues from ‘other’ markets (those outside Nordics and Western Europe) falling by 59% to £824,000.

The operator and its investors will be hoping to see uplift in the performance of its Australian operations. Unibet CEO Henrik Tjärnström recently described the Australian division as having been in “hibernation” since Unibet first entered the market

Patrik Maximilian Andersson, Unibet Australia General Manager, said he expected the selection of Leo Burnett would bring the Unibet brand to life and “really make an impact in the market.The Australian betting market is very mature and it was very important to find a partner that would help us differentiate ourselves from our competitors,”

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