High-profile marketing push sees Glen Johnson signed as ambassador and new TV adverts with Ralph Ineson
Betting exchange BETDAQ has launched a fully integrated, feature-packed, fixed-odds sportsbook to complement its 2% exchange and online casino offering.
The punter-friendly platform has gone live with a multi-channel marketing campaign that includes PR and social media activities with ex-England footballer Glen Johnson and above the line advertising starring renowned actor Ralph Ineson.
The entirely new sportsbook offers a shared BETDAQ wallet, best odds guaranteed, full and partial cash out, live streaming and in-play betting with visualisations.
It was developed in conjunction with BETDAQ’s exchange platform provider, GBET, while utilising pricing input and expertise from parent company GVC Holdings. GBET’s proprietary Streaming API push technology ensures instant and always-up-to-date prices are available to BETDAQ’s customers.
The development follows strong growth over the past 18 months, since BETDAQ first switched to a permanently low 2% commission on all exchange markets and bets.
BETDAQ managing director Shane McLaughlin said: “Launching the BETDAQ sportsbook is the realisation of a key strategic aim. The consolidated BETDAQ exchange-sportsbook-casino demonstrates our strength of as part of GVC and means customers can enjoy an improved experience.
“The exchange remains our central product and the complementary introduction of the sportsbook allows us to attract and convert new players.
“Supporting the launch with this prominent marketing campaign underlines the value of the product and our confidence in it. We’re excited to work with Ralph again and to welcome Glen to our stable of partnerships. Their profiles and personalities are a perfect fit from a BETDAQ brand perspective.”
Former Chelsea and Liverpool defender Johnson will provide exclusive views through the 2019/2020 season and share content with his 1.1m Twitter followers. The 54-cap England international joins Champion Hurdle-winning trainer Gavin Cromwell as a BETDAQ ambassador.
Having won the Premier League, FA Cup and League Cup twice, Johnson is now a media pundit and part-owner of a string of 20 horses that includes Encore D’Or.
He said: “While I’m known for my football career, I’ve always been passionate about and actively involved in a number of other sports, especially golf and racing.
“The opportunity to combine these interests with BETDAQ was too good to turn down. As a responsible, customer-focused operator I am very much looking forward to working with the team and sharing my opinions across a range of sports.”
BETDAQ’s new TV ad campaign with Ineson (The Office, Game of Thrones, Star Wars: The Last Jedi, Harry Potter, Chernobyl) maintains a no-nonsense style that celebrates its ongoing #ChangingForTheBettor commitment and fixed-rate commission.
Produced by agency Alpha Century, the 30-second clip is set in a stylish apartment and demonstrates the suite of entertaining, quality products now offered together to BETDAQ customers.
The spot follows last year’s initial campaign featuring Ineson and goes live today across multiple channels in the UK and Ireland.
“Having worked successfully together last year, I’m delighted to team up with BETDAQ again and be part of the launch of their new sportsbook. The spot is confident and straight-talking and reinforces BETDAQ’s #ChangingForTheBetter thinking,” said Ineson (pictured below).
Alpha Century Head of Strategy Matt Buttrick commented: “BETDAQ continues to change the way they approach their business and this new campaign builds on that momentum. The brand continues its straight-talking approach which is perfectly executed by Ralph once again.”
The New BETDAQ advert
BETDAQ is a market-leading betting exchange, which was founded in 2000. It was acquired by Ladbrokes in 2013 and became part of the GVC Group in 2018.
BETDAQ charges a flat rate commission of 2% on all sports and markets. It matches in excess of £75m-worth of bets per week and has the largest market share of UK and Irish on-course bookmakers who connect to the exchange for pricing information and hedging purposes.
BETDAQ has an active and loyal community who trade sporting events using free specialist tools such as Bet Angel and Gruss Software.
About Alpha Century
Alpha Century is a creative agency for entrepreneurs. Offering end-to-end brand consultancy, strategic planning, creative and production.They create all forms of assets including digital, film, content, social, print and POS. Clients span multiple sectors and include Coral, Cunard, Sofology and Virgin Atlantic.