Deutsche NY selected as Betway partner for US

Super Group-owned online gambling brand Betway, who Digital Gaming Corporation, USA has exclusive rights to for the US market, has chosen Deutsche NY to lead the brand's growth across the US.

Via DGC, Betway launched in the US last year across several states that include Virginia, Colorado, Arizona, Pennsylvania, New Jersey, Iowa and Indiana. Deutsche NY will focus on assisting Betway with brand expansion, market-by-market throughout the US, so it can compete effectively with the biggest operators.

The agency has been praised for its strategic thinking and creative capabilities across the industry. DGC believes this can be leveraged to make sure that Betway can compete effectively.

Over the last two decades, the firm has proven that it is no fools when it comes to building its brand to the size that it is now, especially in the UK and European markets. It can only be assumed that there is a significant knowledge gap in the US market, that an agency such as Deutsche NY can fill in order to make sure that Betway can be competitive.

What does Betway need to do in the US?

Over the years, the operator has adopted a number of clever strategies, especially from a branding perspective, that has seen it significantly stand out among its competitors with these tactics.

Arguably the main and most successful strategy has been corporate sponsorship, which has seen proved to be particularly effective in raising awareness for the brand. This is a combination of sponsoring top European football clubs and also sporting events, such as the main snooker championships in the UK.

Such a profile enhancement has made Betway one of the standout firms in the UK and Europe over the last decade, however, this is not the only successful strategy that they employed.

The adoption of brand ambassadors cleverly identified to relate to its target markets has also helped to boost customer acquisition over the years, while also making them more polished.

Whether either of these strategies are on the agenda for Deutsche NY, remains to be seen, however, in the US this is a model that has proven to be effective for operators over the last couple of years.

It could be that Deutsche NY has been the driving force behind the deals that were secured in March of this year. These include five major NBA franchises; the Brooklyn Nets, Chicago Bulls, LA Clippers, Cleveland Cavaliers and the Golden State Warriors. In addition, they have also made inroads into the NHL, after signing the New York Islanders, who have won the Stanley Cup four times.

Can Betway compete effectively in the US?

While there is no doubt that the firm understands the UK and European marketplace, the onboarding of Deutsche NY could prove to be a huge difference-maker in ensuring that it can catch up with native competitors, FanDuel, DraftKings and BetMGM in the US.

The key is understanding the behaviours of the US market and what motivates customers. As a result of this, the firm will be able to create the right offers and promotions and these will no doubt, differ state-by-state depending on cultural nuances.