SportsBet – The Betting Social Climber

By now, everyone knows, or is aware of the betting agency SportsBet.com.au. But How has the agency emerged as the most popular online sports betting company in a market that’s so competetive?

Essentially, The company has effectively targeted its male audience with humor and wit to propel itself to one of the top agencies in the Australian online betting community by being the first and one of the only agencies to try and become  ‘Facebook friends’ with its consumers.

Sportsbet’s strategies:

  • target men, aged 18-35 who are ‘casual’ or ‘social’ gamblers.
  • make gambling completely acceptable and normal within society. 
  • make Sportsbet the number one preference for online gambling.
  • create relevant and relatable topics to its audience with humor and wit to gain acceptance as a ‘mate’.
  • Maintain the image of a ‘blokey’ attitude.

The Collar Problem:


It’s not about the money that has been pumped into Sportsbet’s marketing department, but the way they have interacted with their followers on social medium in order to create exceptional value. It has been so effectively planned and targeted to the point where consumers feel that Sportsbet is a ‘friend’, rather than a betting agency with the primary objective of gathering profits from its consumers pockets.

Sportsbet’s ability to ‘side’ with the consumer by producing relevant, entertaining and shareable content has created a friendly brand which now boasts over 450,000 Facebook likes and over 90k twitter followers.
This following has been accelerated by its ‘real life’ stunts and collaboration with local Australian comedians who deliver comedy to the same audience that Sports Bet is tapping into, leading to a larger share of brand exposure with subtle placements of the brands logo throughout their videos and campaigns:

Tactics To Watch The World Cup:

Christ the Redeemer Balloon (World Cup):

Expectation v Reality (Collaboration):

After establishing its friendship with its consumers by building a large social media presence, Sportsbet subtly places in betting promotions and deals that customers are actively engaging with and using  due to the trust and popularity that is now associated with the agency.

These ‘mateship’ tactics used by Sportsbet ensures a loyal and popular fanbase for Sportsbet to then cash in on, do you think that Sportsbet is leading the market? or if not, are their any other agencies that are producing content and delivering value to their audience more effectively than Sportsbet are? let me know in the comments below!

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