Study Ranks Online Gambling Brand Strength

Published Wednesday, January 06, 2010 -

Josh Apiafi heads up an independent consultancy called Apiafi Associates that concentrates mainly on the gaming and horseracing industry. It also consults to other businesses on commercial, marketing and branding, issues. Mr. Apiafi was CEO of the Professional Jockeys Association and Director of Horseracing plus, Head of Marketing for Betfair for five years.

Apiafi Associates client base includes REL (Racing Enterprises Ltd), The Professional Jockeys Association, The PPF (Professional Players Association), Joules Clothing, Integrity In Sport Ltd, Rewards4Golf, Weathercock Racing Ltd and Sportsmasters International.

His company was recently commissioned by a business person wanting to invest in the online gambling industry to test the brand loyalty and strength of ten of the largest most popular industry leaders. Among them were, 888, bet365, Betfair, Bodog, bwin, Ladbrokes, Paddy Power, Party Poker, Pokerstars and William Hill.

Throughout the month of December 2009 the number of Google Alerts* generated daily by each of the firms was noted and compiled as part of the results of the research for the group. The information provided showed the highly competitive nature of the business and how successful online gambling companies spend large and use all forms of media to get their market share. Mr. Apiafi commented on the project, "With much talk of digital and social media as well as the investment gambling companies put into PR generally we were keen to see how well the industry was getting its message out there with impressive results." He qualified his research results with this statement, "The method's simplicity is its trump card. Equally, the results were very consistent on a daily basis - this wasn't a case of one brand having a lot to shout about during this particular period or having one or two very strong days that skewed the data." Bodog was top dog with the most activity on Google Alerts in December. Although big online brands are continually active, this test begs the question of whether more activity online equals a stronger brand presence.



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