Gambling Brand Unibet Eyes Greater Exposure across Australia

Online gambling brand Unibet will look to increase its share in the Australian gambling market through more aggressive marketing activity, The Australian Financial Review reported. The brand is part of Kindred Group, the Sweden-listed, Malta-headquartered online gambling operator.

Unibet entered the Australian online sports betting market back in 2012 through the acquisition of the local Betchoice brand. It can be said that Kindred Group’s flagship brand is a relatively small player in the local market as it is competing with Australian giants Tatts and Tabcorp as well as with international groups such as bet365, William Hill, and Ladbrokes.

However, the Malta-based gambling operator plans to boost its Australian business by trying to increase brand recognition through a large advertising campaign. Kinder Group CEO Henrik Tjarnstrom told the Australian Financial Review that they will remain committed to Australia, despite their relatively small stake in the nation’s gambling market.

The gambling executive further commented that Australia is a market with great potential, as the demand for gambling services is big and the country has a relatively high GDP per capita rate. Bearing these two facts in mind, they consider Australian business as an important part of the company’s growth strategy, Mr. Tjarnstrom went on to say.

Australia’s sports betting landscape is set to change significantly after the Australian Competition Tribunal approved last week the merger between the local gambling giants Tabcorp and Tatts. According to analysts, the deal could actually trigger further consolidation activities. There have been reports that William Hill and local betting operator CrownBet have been in discussions to merge their Australian operations in a bid to create a stronger market stakeholder. Gambling experts have pointed out that the move could indeed benefit the two operators amid the changing conditions.

Kindred Group’s CEO Views on Australia’s In-Play Betting Ban

Earlier this year, the Australian government approved the changes proposed in the Interactive Gambling Amendment Bill 2016, and thus effectively banned the provision of online casino games and online poker to local players. In addition to the online gaming ban, lawmakers also prohibited the provision of in-play betting services to Australian bettors.

Talking to the Australian Financial Review, Mr. Tjarnstrom said that he was rather surprised by the in-play ban, particularly given the fact that this type of service has seen exponential growth in popularity in recent years and on a global scale.

The gambling executive also warned that being prohibited from placing in-play bets, Australian bettors might feel tempted to wager with unregulated operators. This could, in turn, put them at risk of fraud as there are operators with quite murky operations in the unregulated gambling environment.

Kindred Group is gearing up for the 2018 FIFA World Cup, as there will be increased betting activity during the tournament. As for its Australian operations, the group will be further focusing on its promotion of mixed-martial arts. Unibet is currently sponsoring local UFC fighter Robert Whittaker.

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