Marketing investment pushes bet-at-home revenues up 14%
Increased exposure from Euro 2016 tournament helps gross revenue increase to €139m
Bet-at-home has revealed gross betting and gaming revenue for 2016 increased 14% year-on-year, after the operator benefited from a boost to its marketing budget.
Revenues for the 12 months ended 31 December 2016 increased to €138.7m, a rise the firm attributed to improved efficiency in online marketing, strengthened CRM efforts and targeted premium sponsorship in international sporting events.
With football the Betclic Everest-owned firm’s most dominant sports betting market, last July’s European Football Championships in France provided a major increase in sponsorship representation.
Additional sponsorship agreements with Hertha BSC and Schalke 04 saw the operator’s advertising expenditure in 2016 rise by 20.6% to €44m.
Bet-at-home said in a statement: “Thanks to continuing investments in the bet-at-home.com brand and due to the targeted investments in marketing regarding the European Football Championship in France, the bet-at home.com AG Group further increased its gross betting and gaming revenue significantly in 2016.”
The operator also revealed it is predicting a 3.8% rise in gross betting and gaming revenue during 2017, with figures expected to come in at €144m.
It is also anticipating EBITDA reaches a level between €34m and €38m in 2017, up from 2016’s €33m.