NetPlay TV plots live sports betting show
Operator aiming to grow Vernons sportsbook brand and hints at more M&A activity
NetPlay TV is planning to expand its television-based gambling portfolio with a live sports betting show using its Vernons brand, CEO Bjarke Larsen (pictured) revealed to eGaming Review.
The operator, which yesterday posted net revenues of £12.7m for H1 2015, acquired the UK-facing Vernons gaming and betting brand in late 2013 and has invested little resource into growing the sportsbook since then.
But following the long-awaited launch of a new Geneity-powered mobile product last month, NetPlay will begin to market more aggressively through affiliate networks and TV spots on Channel 5, in a move similar to its SuperCasino broadcasts.
And Larsen told eGR a Vernons-branded sports betting show for television is currently in production, with NetPlay working with UK regulator Ofcom to gain approval for the format.
“The show would take a similar format to what we have on TV now with the roulette space and replicating that on sports.
“The concept is to be able to push content out on different channels at different times of the day, taking events in the lead up to the weekend and talking about odds and so.
“How the show develops further all depends on Ofcom’s stance, but once we’ve got the stamp of approval we will look at how we get distributable airtime for that show,” he said.
Larsen also said NetPlay’s growth strategy is likely to involve further acquisitions, having bought digital marketing firm Otherside for £3.2m earlier this year.
“We’ve got a healthy cash pile so M&A is definitely going to be part of our growth strategy going forward and we are looking at opportunities that are being presented in the market.
“Operators that are strictly focussed on the UK are limited so what we’re seeing is more international operators with revenues from outside of the UK,” said Larsen. “That’s an interesting proposition for NetPlay as 99% of our revenues are from the UK.”
In terms of organic growth, he pointed towards NetPlay’s newly-acquired marketing expertise as a key driver.
The operator’s three current brands will be integrated onto Otherside’s marketing platform in the coming weeks.
“Part of our marketing strategy last year was to focus on TV and not compete so much on digital and be priced out. So for us to be able to invest in a team of digital experts was fantastic.
“We’ll be doing a number of trial campaigns to start driving traffic to each of the brands and hopefully start feeling the benefit in the New Year,” he said.