Sky Bet bulks up marketing team in advance of brand growth plans

Sky Bet, the BSkyB-owned betting and gaming business, has ramped up its commercial and marketing team ahead of ambitious growth plans for the brand.

It has poached Ben Warn from rival Blue Square to head its commercial business. He joins as sportsbook director in January.

It has also promoted Sky head of customer experience Ted Moss to marketing director. Sky Bet has been without a permanent marketing director since the sudden departure of Simon Miller in August last year (MW August 3, 2006).

Moss will be responsible for overseeing the development of Sky’s portfolio of betting and gaming brands, which include Sky Bet, Sky Poker, Sky Vegas and the soon-to-launch Sky Bingo. He will be tasked with bringing new audiences to the division, as well as driving loyalty with existing customers. Previously, he was head of loyalty at British Airways.

Warn joins from Rank-owned Blue Square, where he was commercial director and he has also worked for UK Betting (MW August 5, 2004).

It is thought that Sky Bet will restart its advertising pitch for Sky Bingo, following the appointments. The pitch was halted earlier this year pending the appointments after being called in August. Sky is thought to be launching the service early next year.

Sky Bet offers services through the phone, internet, interactive TV and WAP mobile services and was rebranded from Surrey Sports when Sky bought the company in 2000.

The subsidiary increased its revenue by 27% to £47m in the year to June 2007.

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