The strength of our marketing prowess, supported by excellent product delivery and customer support has propelled a number of our brands and products into market-leading positions.
Sustaining and also consolidating those positions requires continuous marketing support and investment. As well as continuing to innovate our product suite, we must also embrace the full range of traditional marketing tools as well as the latest methods and channels including social media, recommendation engines and mobile.
Our revenue model dictates that acquiring, retaining and reactivating customers are all central to our marketing efforts. We seek to employ a balanced approach so that we don’t become unduly exposed to any particular channel or provider. Online customer acquisition strategies include web-based advertising, affiliate programmes, referrals and search engines as well as the extensive use of a broad range of player incentives. Our offline marketing methods include advertising through mass media channels (TV, print and outdoor), direct mail, sponsorships and referrals.
Signature sponsorships have always been a key aspect of our sports marketing programme and reflect our close connection with the world of sport. bwin has a long association with European football and in 2013 we evolved our activity to focus on innovative digital partnerships in our key European markets, signing new deals with Juventus Turin in Italy, RSC Anderlecht in Belgium and Olympique de Marseille in France. These partnerships complemented existing digital relationships with Manchester United, Real Madrid and FC Bayern Munich. Away from football, bwin has a longstanding association with MotoGP as well as basketball with partnerships in place with Euroleague Basketball, the International Basketball Federation (‘FIBA’) European and World Championships.
The digital sponsorship approach is centred on the creation of online content and web, mobile and social integration; in this way the brand can talk to and engage with our core target audience. As an online business, it is key for our brands to be integrated into each partner’s online and digital space. Additionally, we seek to use the partnerships to create unique content and genuine ‘money-can’t-buy’ experiences that appeal to customers. In this way we aim to reach out to sports fans and differentiate our brands from competitors by offering an unparalleled range of online and real world offers.
In 2014, we adopted the digital sponsorship approach in the US, signing partnerships between partypoker and the New Jersey Devils NHL team and the Philadelphia 76ers NBA team as well as the home of both sports, the Prudential Center in New Jersey. These sponsorships which signified the return of partypoker to the New Jersey market were also pioneering, marking the first time an online gaming brand has partnered with a professional sports team in the US.
Additionally, we own and have developed a number of specialist land-based events and created television programming around them such as the World Poker Tour and Premier League Poker. We have more than 600 hours of branded poker programming we can use to support brand awareness and attract new customers in key markets.
We employ a variety of sponsorship and event opportunities to to promote our brands and products on both an international and localised basis. Finally, player loyalty schemes are an important part of our market efforts. They have proved to be very successful with regards to retaining sports betting, poker and casino customers. In addition to our loyalty programmes, a broad range of incentives, including bonuses, are also used to attract, retain and reactive customers.