Argyll Entertainment drops BetOnBrazil brand
Operator targets wider audience with new SportNation brand after switching to SBTech platform
Argyll Entertainment has turned off its BetOnBrazil site and migrated customers to its new SBTech-powered SportNation.bet brand.
Argyll CEO Stuart Tilly said the switch, which happened earlier this month, was designed to attract a broader range of sports bettors.
The BetOnBrazil site, fronted by former footballer Alan Brazil, had been targeted at football punters.
“The use of Alan within the brand resonated very well with the audience we were targeting,” Tilly told EGR. “But we took a decision that we wanted to maintain our targeted audience approach but expand across a range of UK-centric sports leveraging similar brand/personality relationships.”
For example, SportNation has signed up the Barmy Army to help push its cricket betting product.
The Sportnation.bet site is supported by a content-led affiliate SportNation.com, which will feature integrated betslips and links to the bookmaker.
“Our key aim is to liven up our customers’ gaming experience with exclusive content, rewards and experiences they won’t find anywhere else online,” Tilly said.
“In partnering with established and widely known personalities/brands such as Alan Brazil and the Barmy Army, we’re looking forward to creating a truly compelling gaming destination for UK sports fans.”
As part of the move away from the BetOnBrazil brand, the new site will also have a new platform provider, with Amelco replaced by SBTech.
“We had great success working with Amelco during our first year and they provided a great springboard from which to launch our business,” Tilly explained.
“We however took the decision to join the growing list of operators on the SBTech platform to accelerate our growth and broadening of our product and feature range. We are very excited about the next step in our journey and working with SBTech going forward.”
Argyll’s US sports-focused brand RedZone Sports is also being relaunched on the SBTech platform, and will use a similar approach with redzonesports.com acting as a feeder to redzonesports.bet.
“This new partnership with Argyll Entertainment is further evidence of our rapidly expanding footprint in key regulated markets worldwide,” Ian Bradley, CPO of SBTech, said.
He added: “We have extensive experience of driving operators to market-leading positions through our solution and I’m confident that both SportNation and RedZoneSports will now rapidly achieve their full potential.
“I am looking forward to working closely with them on extending our US Sports product with the combined efforts of both teams.”