New campaigns to support Ladbrokes and Coral offers

| By Richard Mulligan
The GVC Holdings-owned Ladbrokes and Coral brands will initiate significant marketing campaigns to support an expansion of their best-odds guaranteed offer to over-the-counter bets on UK and Irish horseracing.

The Racing Post said that the brands are keen to boost betting shop business ahead of the looming cut in maximum Fixed Odds Betting Terminals (FOBT) stakes from £100 to £2 on April 1.

Customers with a Ladbrokes Grid or Coral Connect card will be able take advantage of the offer from 8am every day, the companies announced on Monday (January 14).

GVC had reportedly previously projected that 1,000 of their betting shops could close due to the FOBT cut.

The marketing campaigns will cover social media, as well as press and in the shops. The best-odds guarantee was previously not offered to retail customers.

Earlier this month, Ladbrokes Coral announced the relaunch of its affiliate programme in partnership with Income Access, Paysafe Group’s marketing technology and services provider.

“This is the biggest racing offer ever to hit the high street, and is a clear signal of our intent as we face up to a new era for betting shops from April 1,” Ladbrokes Coral PR director Simon Clare said.

“There is no question that a seismic change in our betting shop business is going to occur when the FOBT stake restrictions come into force, but we are now taking pre-emptive action with the launch of this significant betting shop offer, which will boost our horseracing business and also our betting shop footfall as we prepare for the challenge ahead.

“Whilst betting shops will inevitably close as a result of the changes to FOBT stakes, there is a huge opportunity to re-energise and refocus all those that remain to become ever more vibrant, social, sports betting hubs where people come to watch live sport and enjoy a flutter, and horseracing will be the most important sport of them all within this vision of the future.

“By matching the universally popular best-odds guaranteed horseracing concession that exists online, we have removed a major disincentive to bet on horseracing in our betting shops versus online, and we hope this will lead to a significant upturn in racing business levels over the coming weeks and months.”

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