French online gambling group Betclic Everest has confirmed it has left the entire UK market due to the ‘low performance’ of its brands.
The company, which owns Betclic, Everest Gaming and Expekt brands, argued that the UK is a “very competitive market,” and joins other betting incumbents such as 188Bet in ceasing all UK operations by withdrawing its presence from the market.
Questions now seem to be aimed at the turbulent UK gambling market which continues to see withdrawals in the wake of Brexit uncertainty and tougher regulatory conditions.
Regarding affiliates, it is expected that they will now become more selective in terms of who they invest both time and resources in marketing to UK audiences. This is due to the fact that it won’t be worth the investment if a backed brand eventually vacates the market as has already been seen.
Moreover, with big brands withdrawing from the UK gambling scene, sizeable scale real estate has opened up on the affiliate sites which could lead to a host of smaller brands rushing in to lay claim. This could then have the knock-on effect of making the market more competitive due to the fact that brands will need to become innovative in order to stand out from the rest of the crowd and make an impression.
Regarding Betclic Everest, its brands have issued communications to both its players and marketing partners to confirm that this week marks its last in the UK market, with the official withdrawal date being set as 31 October, however, customers will have until 6 December to withdraw all funds and close player accounts.
The company defined the UK as a ‘very competitive market’ and now looks set to restructure and focus on its external European market growth within both the Portuguese and Polish markets, with an initial mult-media advertising campaign set to debut in those markets next summer.
Betclic is now the latest betting incumbent to withdraw from the UK market this year, following 188BET and ComeOn in citing that the UK has become an unfavourable marketplace.
It was also announced in September that EveryMatrix was leaving the UK white label market after the UKGC suspended its B2C license.