German expansion aides growth for Sky Bet

Releasing its interim results (26-week period 28 December 2017), Sky Betting and Gaming has announced that focusing on the customer experience has allowed it to record continued growth.

The official sponsor of the English Football League detailed that its Group revenue increased 47% to £339m (2016/17: £230m), with its revenue rising 58% to £210m (£133m), driven by staking growth of 29% and favourable sports results.

Richard Flint, CEO of Sky Betting & Gaming, commented: “The business continued to perform very well in the first half of 2017/18. Our focus on the customer, and delivering quality experiences, offers and promotions continues to differentiate our brand, and we extended our lead as the UK’s most popular online betting brand.

“During the period, we continued to enhance our range of markets, products and offers, with more betting options than ever and over 20 exclusive new games launched on our gaming brands. Our investments in data science are delivering greater personalisation to our customers, with the home page tailored towards the individual, and recommended games and bet options delivering relevant and appealing content.”

Detailing how the group also launched its highly successful safer gambling campaign, Flint added: “It was particularly pleasing to launch a fully integrated safer gambling campaign during the period, and we continue to increase our investment in research, data analysis and capability to provide a safe and responsible gambling environment for our customers.  During the industry’s annual ICE show, I outlined a four-point plan to harness technology and customer data to try to reduce harm.

“We support a mandatory research levy, and increased regulation from the Gambling Commission to protect customers that are at risk. We also extended our headline sponsorship of the English Football League for an additional five years, taking it through to the 2023/24 season, with responsible gambling at the heart of the agreement.”

He continued: “We are proud of our record of job creation and investment in Yorkshire, with an additional 230 jobs created in the period, as well as our contribution to regional and national taxation. A report by WPI Economics estimates that we contributed over £300m gross value added to the Yorkshire economy in 2016/17, and we plan to continue investing in the region.  

This year also saw Sky Bet expand into the German market, a further factor that benefited the growth of the company: “During the period, we continued to export our success, with the launch of our second international business Sky Bet Deutschland for German sports betting customers.

“This business aims to provide the same quality of user experience, range of bets and simplicity to German customers that our UK and Italian customers have come to expect from us. We have just enjoyed our busiest ever Cheltenham, with bet volumes peaking at just over 300 bets per second, so with strong momentum in the first half of the year, we will maintain our focus on investment in talent and technology, delivering innovative and quality products and offers to our customers, leaving us confident that we can deliver further growth.”

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