Published
OnlineMarketingFeature

Fitzdares CEO: TV advertising is dying, bookmakers are showing no creativity

Fitzdares CEO William Woodhams believes operators are stuck in a rut of "acquisition, acquisition, acquisition," with their lack of creativity keeping UK advertising agencies in business.

Bettingad

Fitzdares is a private bookmaker which focuses on high-spending bettors, meaning the operator does not target the mass market with its marketing.

But, in casting an eye on the rest of the gambling sector, Woodhams has concluded there is "no investment" in customer retention and too many resources are dedicated to the outdated medium of television advertising.

The CEO said at an industry conference: "The only people winning here are advertising agencies. Advertising agencies in the UK should be dead; they’ve not pivoted fast enough to consumer needs.

"All they want to do is make expensive television adverts. The only people that can afford to make expensive television adverts are the betting industry, so the hipsters in Soho still all have jobs.

"Bookmakers are taking up a huge portion of television advertising and it is a dying medium. It’s a much less effective medium because everyone’s online.

"We’re stuck in a rut of acquisition, acquisition, acquisition. If you look at this acquisition funnel and only the people coming in through the door, they are leaving in equal numbers out the other end."

Woodhams also urged a rethink of traditional marketing strategies, attributing diminishing customer loyalty to the industry’s static approach.

He explained: "Why do we keep giving these people money? We’re showing no creativity. Are we really supporting sport by sponsoring a placard or shirt? I’m not sure.

"I think we should rethink that. There’s now no loyalty as there’s no investment in retention or reactivation."

Premium+ Connections
Premium
 
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium
 
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium
 
Premium Connections
Executive Profiles
Interblock
Caesars Entertainment
Pragmatic Play
Flutter Entertainment

Global Gaming Awards London: Who will win Executive of the year 2023?

Gambling Insider takes a look at the nominations list for 20...

CEO Special: Flutter International CEO Dan Taylor returning to roots

Flutter International CEO Dan Taylor meets Louis Thompsett t...

CEO Special: Light & Wonder Gaming CEO Siobhan Lane - optimising superpowers

Siobhan Lane, Light & Wonder Gaming CEO, speaks to Gambling...

CEO Special: Hoiana Resorts' Steve Wolstenholme – the travel man

Hoiana President & CEO Steve Wolstenholme talks to Gambling...

Read Magazine