SPORTSBET AND TABCORP THE BEST KNOWN AUSSIE BETTING BRANDS

Thursday August 20,2015 : SPORTSBET AND TABCORP THE BEST KNOWN AUSSIE BETTING BRANDS
 
Tatts feels the pain of its change to the Ubet brand.
 
The latest Australian gambling brand awareness survey from Global Reviews show that Paddy Power-owned Sportsbet and Tabcorp are again tops in Aussie punter awareness at 70 percent and 65 percent respectively.
 
Competitors Tatts and William Hill both suffered from re-branding initiatives, Tatts with its move to the Ubet identity and William Hill with its drive to rebrand Aussie acquisitions TomWaterhouse, Sportingbet and Centrebet to the William Hill Australia corporate identity.
 
In the current study, William Hill achieved 10 percent recognition, at the expense of falling awareness of its new subsidiaries, with only the Waterhouse brand achieving double-digit recognition, and that in the mid-twenties.
 
Tatts dropped from 12 percent earlier this year to just 5 percent in the current study.
 
In year-on-year terms Ladbrokes will be pleased with its 15 percent rise – more than double that of last year's survey, an achievement matched by Unibet, which reached a 10 percent awareness level, whilst Bet365 stepped back slightly but maintained a 15 percent recognition level.
 
Crown group's Beteasy online brand was also changed – to CrownBet – but still achieved an 8 percent awareness score, and Tabcorp's Luxbet brand remained static at 5 percent.