The Australian betting company Tabcorp will enter to the UK gambling market in spring. Tabcorp has a strong partnership with News UK – subsidiary of News Corp – and decided to launch a new application in Britain. Now they are teaming up in order to achieve bigger results and make more profit together.
The application platform will be provided by Tabcorp naturally. The promotion of the gambling site will be advocated by News UK. Tabcorp’s chief executive David Attenborough and the News UK chairman Rupert Murdoch have agreed over the name of the new app, which is Sun Bets.
As Attenborough established, News UK is one of the strongest brands in the UK. Moreover, half of the UK betting population is everyday reader of The Sun. He added that the paper has over 10 million readers weekly. What is more, over 1 million soccer fans took part in the Dream Team FC fantasy football competition. That means this agreement would be a good foundation of the cooperation.
David Attenborough added that collaboration is a natural step of them. Since the partnership between UK News and Tabcorp is quite long, it is also a good basis of the mutual trust.
Predictions And Benefits
As Mark Goodridge, the analyst of Morgan Stanley explained, Tabcorp could use its partnership with News Corp to create a strong attendance in fantasy sports in its home market as well. Additionally, by the help of News Corp, Tabcorp would preserve it’s position as Australia’s largest wagering operator.
According to the analyst of Bank of America, News UK has a great audience mainly from the working class, which is the best target group in terms of wagering business.
The agreement is useful for both gambling markets. Firstly it brings together Tabcorp’s capability in global wagering with the media assets of News UK.
Contradictory Opinions in Terms Of the Big Success in the UK Gambling Market
On the other hand, there are some different opinions in terms of the successful operation in the UK gambling market.
First of all, in play betting and live betting are not legalized in Australia so the country has only a few experience in providing these form of games. Therefore, according to analysts it can be concluded that Sun Bets in the UK gambling market will have a limited success. Ads and commercials would cost millions and the campaign should be massive in order to be appealing enough.
Whether this new cooperation will be beneficial or not for both, UK gambling market and Australian Tabcorp is depending on many future factors. The original contract between the two companies lasts for 10 years and if the performance is beyond expectations, it may be lengthened.