Betfair readies Euro 2012 social push

Betfair is to use its marketing activity around this summer’s Euro 2012 football tournament to encourage consumers to “reappraise” what they think the brand stands for.

Betfair Facebook App

It is hoped the gambling site’s social media activity in particular will highlight its differences from competitors, particularly its value proposition. Betfair is one of the few companies to allow gamblers to bet at odds set by other users, rather than by the bookmaker.

As part of the activity, Betfair’s digital agency Essence has created a Facebook app that allows consumers to select the team lineups they think will be fielded by each nation for each game for the chance to win prizes. It will launch in the coming days and football fans will be pointed towards the app via paid-for social ads.

The Euro Team Selector app has been built in the bid to attract wider sports fans to Betfair’s Facebook page, although the bookmaker’s global head of online marketing says it is not being used for a short term acquisition drive.

“This is about bringing in the right customer that will be valuable for the long term. We’re not looking for one off punters, but if we get people in at the start of the tournament they are more likely to stay with us for longer,” he adds.

Ultimately, Betfair hopes it can use its social media activity as a “spring board” to launch more social gaming products. Companies on Facebook are not allowed to reward users with cash, but can offer other prizes.

“There is a big opportunity in this space and a synergy with what people are doing with social gaming and our ambitions in the gambling sector,” Carter says.

Betfair has also launched a Euro 2012 iPhone app and will extend its TV campaign to have a focus on the tournament but it will continue to reinforce its value messaging.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here