Client

You may know bet365 best from their ads fronted by the incomparable Ray Winstone, but they are one of the world’s biggest online gambling groups, with millions of customers in nearly 200 countries.

Goals

bet365’s global reach presents as many challenges as it does opportunities. After all, with so much market penetration in so many territories, how does a big brand ensure that potential customers in Slovakia feel as valued and informed as those in the UK?

We have worked on digital marketing campaigns for bet365 in 14 languages for over seven years, with the aim of:

• Increasing visibility in local language search engines
• Improving rankings for branded keywords and competitive, unbranded money terms
• Increasing traffic to the bet365 domains from each territory targeted

Creating feature content to publish on high-authority domains within each territory

Results

Our last annual report for bet365 showed that they had emerged dominant amongst competitors when it comes to branded search online across different territories, not just in the UK but in territories such as Poland, where improvements in branded search rankings led to a significant increase in domain visibility on Google.pl.

bet365 were also the uncontested desktop traffic leader, with average visits rising 18% year-on-year. The brand also led the way compared to competitors when it came to average visit duration and average pages per visit. With a relatively low bounce rate as well, it’s clear that the traffic we drive to the bet365 local languages domain is relevant and well-targeted. Our marketing activities help to drive the right demographic towards the bet365 site, rather than acquiring random visits from irrelevant partner sites.

Perhaps most pleasingly for us, stats aside, the amount of positive, engaging comments we see on our published articles in international publications, especially once shared across social media, is a real bonus.