Virgin Games is launching a branded betting service, Virgin Bets in a bid to capitalise on the burgeoning on gambling sector and on the growing public interest in entertainment and novelty bets.
The new venture has been launched with bookmakers Betfair and will be supported by an online campaign.
Virgin Bets will take bets on sports events and entertainment such as the winner of this year’s Big Brother. It will initially cover entertainment, football, cricket, golf, greyhounds, motor sport, rugby and tennis, with horseracing to come later this year.
Virgin Games chief executive Simon Burridge says: “Virgin Games is all about fun and entertainment, so novelty betting is a good fit for the brand.
Although entertainment betting is seen as a sideline by most of the traditional bookies, we believe it is a market with huge potential. Every year, millions of people spend millions of pounds phoning and texting votes into reality TV shows. Virgin Bets will give these reality TV experts a chance to back their favourite contestants and share the winning feeling.”
He adds that because the group has teamed up with Betfair that much of the time Virgin Bets “odds will be better value than traditional bookies, meaning punters can place their bets with confidence that they are getting the best deal.”