TATTS WAGERS WITH NEW BRAND

‘U BET’ it’s time to shake up the Australian wagering market, and Tatts Group (ASX: TTS) plans to lead the way.

TTS has announced that its wagering division will be repositioned under a new singular masterbrand from early next year.

TattsBet will be rebranded to UBET across all customer touch points and communications channels, incorporating 1400 retail outlets, online and mobile.

CEO and managing director Robbie Cooke (pictured) says this rebrand is a key element of the company’s evolution in its 52-year history.

“The rebrand represents a monumental step change for our wagering division, as the business undergoes a transformation to reclaim its leadership position in one of the country’s most highly competitive consumer sectors,” says Cooke.

“As one of a handful Australian-owned providers in the market and the TAB operator in four states and territories, our wagering business has a proud and rich history.

“Currently known as TattsBet, it is one of the country’s largest sports and race betting providers and has more than 1,400 retail outlets across Queensland, South Australia, Tasmania and Northern Territory, as well as a national presence through online, mobile app and phone services.”

Cooke says customer attraction and retention is at the core of the strategy.

“In recent years, consumer behaviour has evolved and the competitive landscape changed dramatically with the introduction of corporate bookmakers,” he says.

“We’re improving every corner of the business, investing in digital innovations, our people and the brand identity, to ultimately improve the user experience, in a move to attract new customers, as well as retain our current clientele.”

The rebrand was spearheaded by Hulsbosch, an Australian branding and design agency, following extensive market research of the wagering market and attitudes towards TattsBet.

Cooke says the new name, UBET, puts the customer at the heart of the experience and is also a reference to a colloquial Australian term – a positive ‘of course’ statement.

“UBET has been created to evolve the identity of the business and integrate a new philosophy, to put the customer at the heart of what we do with an aim to breed a sense of excitement from our employees extending all the way to our consumers,” he says.

The TTS operational footprint extends right across Australia, throughout New Zealand and into the United Kingdom.

The company is one of the most established gambling operators in the world, with a history charting 133 years.