Last year, Stoke-based bookmaker bet365 dominated the annual SBC Awards, walking away with three gongs – Football Bookmaker of the Year, Mobile Bookmaker of the Year and for the fourth year running, Bookmaker of the Year. SBC asked bet365 marketing team how the firm continues to excel…
SBC: You scooped three awards at last year’s SBC Awards, including the much coveted ‘Bookmaker of the Year’ title. What do you put your success down to?
bet365: 2017 was a great year for the group undoubtedly, but much of the success we enjoyed was simply down to following the same approach which has served bet365 so well in the past. At its core, the group is an innovator and it sets itself from the crowd with the continual evolution, and revolution, of its products.
The group continues to lead the way in regulated markets with a heavy focus on ensuring regulatory compliance right across the board and the structure of the business has evolved to reflect that focus, with new departments, tools and initiatives being implemented throughout the group.
To ensure the continued growth and development of bet365 well into the future, we invest in the technology arm of the group, which is already paying dividends in terms of attracting top quality talent to come and work with bet365 to deliver the outstanding online betting experience that our customers have come to expect from us.
SBC: It was the fourth consecutive Bookmaker of the Year Award for bet365 – how does bet365 stay ahead of the competition?
bet365: As a company that embodies the spirit of innovation from top to bottom – at every level there is continuous innovation in terms of both process and product. Consistently the group is right at the front of the pack and 2017 has seen sweeping changes to the website and apps offered by bet365.
Features such as Edit Bet and Auto Cash Out are offering our customers more flexibility than ever and continual tweaks to the UI have ensured that bet365 offers the most complete betting experience out there.
SBC: You also picked up the ‘Football Bookmaker of the Year’ award – what do you think football punters are looking for in a bookmaker?
bet365: This is a really interesting question because I think 2017 has been a significant year for football betting in terms of what customers now expect from their betting experience. Increasingly customers expect not just a well-rounded betting experience, but also a single platform capable of delivering scores, statistics and entertainment as well. To this end bet365 have worked very hard on optimising the In-Play product in particular, to deliver a service that provides extremely accurate information in a concise and effective way.
The other key trend of 2017 in my view has been the personalisation of football betting bookmakers and handing control of the betting experience over to the customer. To that end, we have worked hard to deliver powerful tools to customers such as Auto Cash Out and Edit Bet which offer a degree of flexibility that would have been unprecedented up until recently. The group has also worked hard to deliver improvements to the In-Play product in particular, with improvements being made to the speed, accuracy and quality of the Match Live and Live Streaming elements of the In-Play portion of the product.
SBC: You also scooped the Best Mobile Bookmaker Award – what’s the key to providing a good experience on the mobile device?
bet365: Overwhelmingly now as a society we are moving toward a mobile-first internet and the most important thing to most customers is a fast, reliable and convenient product which allows them to place a bet and get back to enjoying the game.
Mobile has long been a focus of ours and we feel that we have delivered a mobile betting experience which is unrivalled. The app is simple to use, extremely fast and offers the functionality of a desktop class product in an attractive and simple layout.
The shift to mobile is something we anticipated some time ago and with that in mind we made a very conscious decision to uncouple the mobile site from the desktop one. Through detailed analysis of data we designed a mobile product that clearly presents key information initially, with layers of detail added underneath, whereas the aim of the desktop site is to display as much pertinent information as possible within the confines of the display. I would absolutely say that this divergence of the two websites has been vital to the success of bet365’s mobile offering.
SBC Awards 2018:
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