Poll result: Operators wise to adopt multi-brand approach

A multi-brand approach is the best way to build market share in multiple jurisdictions, according to a majority of respondents to this week’s poll.

Exactly 58% of voters agreed with LeoVegas, who have adopted the strategy following the recent acquisitions of Royal Panda and IPS.

Group CEO Gustaf Hagman said having multiple brands would enable the firm to target various types of customers.

He added: “We believe that in larger markets our global brands, LeoVegas and Royal Panda, can be complemented with a local, multi-brand strategy.

Hagman previously said he believed in building a strong core brand, with smaller brands around it.

“Look at Coca-Cola, they have their really strong main brand but they own a lot of other brands as well within the group,” he told EGR last year.

Rank has also taken a similar approach recently by rolling out numerous new online brands to cater to differing customers.

The online arm of its Luda bingo shops, to be launched later this year, will target millennial bingo and casino players in the UK.

Paddy Power Betfair are also on the record as using their brands to target different ends of the sportsbook customer spectrum.

However 42% of voters said there was more benefit to picking a single brand and concentrating marketing and strategy on that brand.

Kindred gave some credence to that idea recently when scrapping the Stan James brand in the UK and making the Unibet sportsbook its sole focus. That said, Kindred is, of course, committed to a multi-brand approach in other markets.