Ladbrokes’ Sportium brand ups marketing spend

sportiumSportium, Ladbrokes’ Spanish brand, has increased its marketing expenditure in Spain with a significant advertising push focused on its mobile products during the World Cup.

Ahead of the competition the bookmaker had agreed an exclusive deal with Spanish TV channel GoITV which has been broadcasting every World Cup match to its subscribers. Advertising was accordingly stepped up across digital, television and print platforms for the tournament’s duration.

A spokesperson on behalf of Ladbrokes told eGaming Review how this was a “significant marketing campaign” for the bookmaker.”Sportium continues to move forward in Spain with the benefit of being a cross channel brand,” they continued.

Ladbrokes has utilised the campaign to maximise publicity for the launch of its new Android and iOS apps in Spain. These use Playtech’s Mobenga mobile sportsbook software.

Sportium was also given a boost after Jose Antonio Camacho was signed up as brand ambassador. The former Real Madrid and Spanish defender has appeared in adverts in addition to contributing content for the website’s blog.

Spain has been host to extensive marketing from online gaming firms in recent times; in addition to Ladbrokes the operators William Hill, Bet365 and 888 are all pursuing aggressive marketing campaigns. had been Ladbrokes’ Spanish brand but this was then partnered with Cirsa to fully launch Sportium earlier this year.

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