March 06, 2012

Betfair launches new web tool as price war heats up

Betfair has launched a new web tool which enables customers to view its own prices and place bets on the company’s betting exchange while they are browsing the websites of its competitors.

Betfair Everywhere is a Google Chrome extension which uses keyword technology to overlay Betfair’s odds on the websites of its competition. The add-on will also allow customers to view Betfair odds and place bets while they are browsing other selected sports content websites.

“Betfair Everywhere is a cheeky, innovative, and powerful tool which we can now call upon to further reinforce our value proposition,” said Betfair’s group operations director, Ian Chuter. “We’re constantly looking at ways to make it easier for our customers to recognise the value we offer and then act upon it.

“The Everywhere tool is a simple yet ingenious use of technology that highlights our willingness to think differently when it comes to keeping one step ahead of the competition.”

Betfair Everywhere was conceptualised by a group of Betfair engineers during an internal ‘Fed-Ex Day’ held at the company’s tech centre in Cluj, Romania, in which participants had 24 hours to come up with new, innovative ideas and solutions for Betfair and its customers.

“Price comparison websites are now commonplace, as are “best priced guaranteed” claims made by competitors on their own marketing collateral,” said Chuter. “What we’ve not really seen before is the idea of one competitor using technology to provide customers with the option to view their prices while browsing the site of another. That is, until now.

“What we’re doing with Betfair Everywhere is bringing our unrivalled value message to customers at their alternative point of consumption and at the same time making it easier than ever for them to act on the information we’re giving them.”

The launch of the tool is the latest step in Betfair’s new marketing campaign, Don’t Settle for Less, which is running across the UK and Europe via multiple marketing channels including TV and online.

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