Bet365 tops eGR Power 50
Bet365 has knocked Bwin off the top spot in eGaming Review's 2010 ranking of the 50 most influential operators.
A stellar performance across eGaming Review‘s new Power 50 criteria saw Bet365 take top spot in the 2010 ranking of the most influential operators, in a year which saw privately owned companies rise at the expense of their listed rivals.
The Coates family-owned, Stoke-based operator edged out PartyGaming to take this year’s Power 50 crown by outscoring its listed rival on this year’s criteria, widened to include two new categories “ financials and strategy “ in addition to the existing benchmarks of geographic reach, influence and diversity.
Bet365’s phenomenal £5.4bn wagered on its sites to the end of March 2010, strong profit margins and no debt helped it top the new financial category, weighted to account for 40% of the overall assessment. Its in-running products and brand strength, bolstered by arguably the best World Cup advertising campaign, also helped it achieve top spot.
Privately owned PokerStars and Mangas Gaming were the other big movers in this year’s top ten. Stars’ “legitimisation” strategy, which has seen it diversify into regulated markets outside the US, which now only accounts for 30% of its revenues (Source: H2 Gambling Capital) combined with huge revenues of £1bn projected for 2010, saw it re-enter the Power 50 after a two-year absence at number three.
Mangas Gaming, owner of the BetClic, Everest, BetAtHome and Expekt brands, rose from seventh place last year to fourth in 2010 “ the second biggest riser in this year’s top 10 behind Bet365. This was based on an assessment period that saw Mangas gain regulated entry to its core French market for flagship brand BetClic, that now has a 40% share of sports betting according to French regulator ARJEL, while it also acquired number three French poker room Everest Poker.
Only the irresistible rise of Bet365 kept PartyGaming in second spot this year, following a solid year of development under arguably the CEO of the year, Jim Ryan, whose three-year plan to become the world’s most valuable egaming company and to be in the top three of the four main product verticals remains firmly on track.
Last year’s table topper Bwin, however, fell four places from top spot to fifth, following a challenging year which saw its bottom line impacted by the delay of poker cash games and casino in Italy, huge marketing costs associated with the World Cup and a high price for its French launch.
Irish number one Paddy Power was also a riser, up two places to sixth on the back of solid growth, arguably the value-enhancing acquisition of the year via its acquisition of Australian operator Sportsbet, its standout brand-building and proven ability to stick to and deliver on a clearly defined strategy.
For the full rundown and to find out who delivered the goods on eGR’s new criteria, see this year’s Power 50 feature.