The CEO of William Hill, Ralph Topping, has announced that the decision to consolidate all of the brands for gambling in Australia that William Hill has purchased under one brand has been taken. Following a recent survey, everyone can clearly see why Ralph Topping and William Hill decided to make that decision official. That poll showed that the firm’s prominent sports betting websites have failed all of the recent recognition tests, even when they were compared to companies that have been in the industry for a short time and companies that have a smaller clientele base.
According to the study, which was carried out by Global Reviews, the name that has the highest recognition among the Australian gamblers was none other than Tom Waterhouse, which was recently acquired by William Hill. This study was undergone by asking the people to name one sports betting operator in Australia without any prompting, 43% of the participants gave the Tom Waterhouse brand.
It seems that the NRL scandal of 2013 that involved the bookmaker helped with the polling data, it seems that no publicity is a bad publicity. On the other hand, when they were asked to name a bookmaker that they would like to gamble at, only 12% of them chose the Tom Waterhouse brand. Therefore, it seems that Tom Waterhouse is more infamous rather than famous.
William Hill has also recently purchased two major Aussie bookmakers, Sportingbet and Centerbet. The two websites are now officially owned by William Hill and these two brands will have their name changed. This is because these two brands did not do well in the name recognition survey that was mentioned above.
The preference leaders were different from the initial recall numbers. Sportsbet, which is a subsidiary of Paddy Power, is the leading name on the preference chart as it has a preference rate of 34%. The second name that came on that list was TAB, which is an offshoot from TABCORP, it came with a 21% preference rate. It is also worth mentioning that plenty of Aussies failed to name a brand without any type of prompt. Among the people who could not name a brand, the preference ranking had TAB at thirty-three preference and Sportsbet came in second at 27 percent. Among the different Australian William Hill brands, the highest one was Tom Waterhouse with 12%.
Some experts revealed what they think about these numbers and stated that they are not that important or effective. This is because those who can’t name a brand are most likely not gamblers, therefore, they will not really affect the income and the revenues of the companies. This is one of the reasons that Ralph Topping has dismissed the “comfortable monopolies” idea before, as he believes that they get by on the general recognition of the public, and that their marketing is not focused.