Poll: Can Sun Bets shake-up UK market?
Tabcorp and News UK JV to launch in next few months with "something different"
The long-awaited launch of Sun Bets inched ever closer last week with news the Tabcorp-powered brand had received its operating licence and would enter the UK market in the coming months.
Tabcorp, which has teamed-up with News UK for the launch, said it planned to offer the UK punter “something different” and made a statement of intent when hiring former William Hill innovation chief Jamie Hart to lead the project.
The Australian operator’s ambition is for Sun Bets to be more than just a bolt-on sportsbook and develop its own brand identity around innovative products.
Sun Bets will of course benefit from its association with The Sun newspaper, with shared content and brand exposure in print and online to millions of readers.
There have also been suggestions Tabcorp could throw its hat into the ring for some of the soon-to-be sold Coral and Ladbrokes high-street shops, enabling Sun Bets to leverage Tabcorp’s retail know-how and create an omni-channel betting and gaming experience.
However, establishing a successful sportsbook and gaming brand will be no mean feat in what is currently a cut-throat UK market.
Following the introduction of Point of Consumption regulation and taxation in 2014, scale has arguably never been so important and prompted a wave of consolidation across the industry.
Sun Bets will have to compete against the likes of the enlarged Paddy Power Betfair and Ladbrokes Coral, while bet365 and William Hill, among others, will also provide stiff competition.
And in promising “something different”, Sun Bets may well be taking a leap into the dark with untested products going up against what punters have been used to using for many years.
With this in mind, this week’s eGaming Review poll would like to know how you rate Sun Bets’ chances of competing with the heavy hitters and finding success in the UK market. Have your say on the right-hand side of the page.