Australians have not seen a gambling ad in many years. Yet they spend $95 billion on gambling each year.
So where do they spend it?
Ask any Australian if they prefer Party Poker or Pacific Poker. See if the man on the street can tell you why they think Betfair, Bwin, BetFred, or Centrebet is best.
Chances are they will not know what you are talking about. Picture yourself as Jay Lenno, ask what Mansion or a Bodog is!!
Mention the word scratchies - that they spend $525,000,000.00 on annually - and you will get a very different reaction.
What most of the world call 'slots', an Australian instead plays 'pokies'. That is simply short for poker machines. Put it out of your mind that you know them as 'slot machines', or 'one armed bandits' . Australians spend the lion's share of that aforementioned AUS$95 billion on 'pokies'. And what you may call 'instants' or 'scratch-offs', Australians will always ask for 'scratchies'. As a brief aside, sales of instant products annually are bewildering. According to Lafleur's Lottery Almanac, fiscal 2008 sales of instant lottery tickets in the US grew 3% to $30 billion. In Australia, instant sales rebounded to A$592.1 million with the industry reporting 2% growth.
It's like this - Australian casinos can offer their games, but not to Australians. Gambling crazy Aussies can bet quite legally on international casinos like yours, but even the very biggest have no legal way of converting them because advertising was outlawed there years ago.
Even the likes of 888.com are looking for affiliates with the ability to generate Australian customers. They have just launched a World Series of Poker promotion using Australian cricketing legend Shane Warne in an attempt to lift their profile. If there was any doubt as to whom they are targeting, the competition is only open to Australian and New Zealand players - whom they can only reach through affiliates. Many would suggest that they are pushing the boundaries of Australian law.
To that end, in a communication to existing affiliates in March '08, the world's largest online casino make appeal to their existing network, "We’re looking for affiliates with the ability to generate Australian traffic." If any online casino has a profile there, no matter that it is relatively insignificant, it is 888.com. Their resorting to marketing measures such as these shows how phenomenally difficult it is to reach Australians.
http://www.lafleurs.com/Downloads/magazine/2008/LaFleurs_Magazine_sept_oct2008_fuzzy.pdf
It's like this - Australian casinos can offer their games, but not to Australians. Gambling crazy Aussies can bet quite legally on international casinos like yours, but even the very biggest have no legal way of converting them because advertising was outlawed there years ago.
Even the likes of 888.com are looking for affiliates with the ability to generate Australian customers. They have just launched a World Series of Poker promotion using Australian cricketing legend Shane Warne in an attempt to lift their profile. If there was any doubt as to whom they are targeting, the competition is only open to Australian and New Zealand players - whom they can only reach through affiliates. Many would suggest that they are pushing the boundaries of Australian law.
To that end, in a communication to existing affiliates in March '08, the world's largest online casino make appeal to their existing network, "We’re looking for affiliates with the ability to generate Australian traffic." If any online casino has a profile there, no matter that it is relatively insignificant, it is 888.com. Their resorting to marketing measures such as these shows how phenomenally difficult it is to reach Australians.
The Golden Proposition:
Give them a brand that they've
grown up with. Offer them the most enjoyable, safe and legal gaming experience of their sheltered online gaming lives and you'll reap love, endless devotion and a database that is bigger than Australia.
Source: Global Betting & Gaming Consultants
Give them a brand that they've
grown up with. Offer them the most enjoyable, safe and legal gaming experience of their sheltered online gaming lives and you'll reap love, endless devotion and a database that is bigger than Australia.
Source: Global Betting & Gaming Consultants
With brand parity among all casinos in Australian's minds and nowhere for people to turn, they will look to a friendly face, a trusted name.
How about one that they play every day and already spend over AUD$500,000,000.00 on annually? Or the veritable gold mine pokies.
We needn't explain whichever group holds the business will use it to market the parent casino - it will be a Scratchies/888 or Scratchies/Bwin.
The aim of the game is not to sell 'lottery' product. You do, however, want to safely deliver your brand directly into the right hands.
There are several options as to how this would be achieved. The strategy for co-branding and cross pollination is one we'll discuss in person.
How about one that they play every day and already spend over AUD$500,000,000.00 on annually? Or the veritable gold mine pokies.
We needn't explain whichever group holds the business will use it to market the parent casino - it will be a Scratchies/888 or Scratchies/Bwin.
The aim of the game is not to sell 'lottery' product. You do, however, want to safely deliver your brand directly into the right hands.
There are several options as to how this would be achieved. The strategy for co-branding and cross pollination is one we'll discuss in person.
Scratchies & Pokies
Scratchies are already established as a well trusted name and a familiar offering among people who are clearly predisposed to gaming.
The difference between offering well known names such a scratchies.com or pokies.tv - as opposed to an interloper - is worth tens of millions of marketing dollars in real terms.
No matter how well your name may be known in America or Europe it is a stranger in Australian's minds. And the same applies in Asia. As branding is about winning hearts and minds, you are well ahead of the game with scratchies & pokies.
With evidence players of Asian descent constitute nearly 40% of the Australian market, it is obvious that any organisation wishing to reach Asian domestic and overseas players would be particularly well served.
With minimal marketing, achieved mainly via viral communications such as Scratchies.com new ad and word of mouth, you will be tapping into that $95 billion market. Spare a thought for your competitors.
Scratchies.com is already on page #1 of Yahoo & Google. How many brands can make that claim?
Scratchies.net Play-For-Free will be an alternative offering for the Australian public, so that they can enjoy their play without risking their pay. A large percentage of Scratchies profits will be apportioned to charities in Asia and Australasia.
In a nutshell, we have the easily the most valuable suite of domain properties arguably ever offered in the online gaming arena.
In addition to the scratchies and pokies brands at the TLD including .Asia, we also offer gratteux for the French and Canadian markets.
The value of our other brands such as Fashion Week Asia should not be underestimated in their ability to add marketing leverage to the gaming platforms.
There are literally tens of thousands of domains 'serving' the gaming industry, from casinos themselves to a myriad of affiliate sites that in many ways act to confuse players.
As we have already mentioned, our hero brands already sit atop the major search engines, which is virtually unheard of even for the most well known online casinos. In conclusion, all that remains is inserting the games.
By using these portals to reach your market entirely legally and continuing your relationship with affiliates, you will be so far ahead of your competitors it is almost unfair.
This situation would best be likened to the proverbial kid in a candy shop.
Please take a look through the rest of the site, where we expand on scratchies & pokies reach.
There is also a raft of information in the Members' area, which we will unlock for serious buyers.
Please call Richard Henderson to discuss this opportunity further on+66894112600
With evidence players of Asian descent constitute nearly 40% of the Australian market, it is obvious that any organisation wishing to reach Asian domestic and overseas players would be particularly well served.
With minimal marketing, achieved mainly via viral communications such as Scratchies.com new ad and word of mouth, you will be tapping into that $95 billion market. Spare a thought for your competitors.
Scratchies.com is already on page #1 of Yahoo & Google. How many brands can make that claim?
Scratchies.net Play-For-Free will be an alternative offering for the Australian public, so that they can enjoy their play without risking their pay. A large percentage of Scratchies profits will be apportioned to charities in Asia and Australasia.
In a nutshell, we have the easily the most valuable suite of domain properties arguably ever offered in the online gaming arena.
In addition to the scratchies and pokies brands at the TLD including .Asia, we also offer gratteux for the French and Canadian markets.
The value of our other brands such as Fashion Week Asia should not be underestimated in their ability to add marketing leverage to the gaming platforms.
There are literally tens of thousands of domains 'serving' the gaming industry, from casinos themselves to a myriad of affiliate sites that in many ways act to confuse players.
As we have already mentioned, our hero brands already sit atop the major search engines, which is virtually unheard of even for the most well known online casinos. In conclusion, all that remains is inserting the games.
By using these portals to reach your market entirely legally and continuing your relationship with affiliates, you will be so far ahead of your competitors it is almost unfair.
This situation would best be likened to the proverbial kid in a candy shop.
Please take a look through the rest of the site, where we expand on scratchies & pokies reach.
There is also a raft of information in the Members' area, which we will unlock for serious buyers.
Please call Richard Henderson to discuss this opportunity further on+66894112600
Richard Henderson + Maverick Brands Australasia
The CEO of Maverick Brands is himself Australian. He is no stranger to branding, nor to Asia. Richard Henderson is a strategic marketing expert who has worked and lived in SE Asia for many years. He has been one of the driving forces behind Canon, Microsoft, Volvo, Carlsberg, Australian Tourism, Hilton Hotels and many others. His varied business involvements include publishing, i-Gaming, product integration and branding in entertainment, digital media - and consulting as a brand strategist in the Asia-Pacific for many of its most renowned ad agencies. Living in Singapore, Vietnam, Malaysia, Thailand and Australia - he has created a raft of campaigns for markets from India to Indonesia and most countries in between. The list of brands he has worked indicates his experience in Australia and Asia. Currently he oversees the marketing for Scratchies.com and the raft of i-Gaming portals - including developing Pokies TV. If your group has similar goals, branding challenges or projects unrelated to gaming ... richard @ scoopnet. net
richard@scoopnet.net
richard@scoopnet.net
Clients: Sampoerna, Brylcream, Nescafe, Acuvue, Conrad & Hilton Hotels, Close-Up, Nivea, Boots, Cornetto, Microsoft, F&N, Volvo Asia Pacific, Carlsberg, Reckitt Benkiser, Maxis, Astro, Canon Asia Pacific, Panasonic, Wacoal Lingerie, Toyota, Dulux, National Australia Bank, Maybank, Grandcell Batteries, SmithKline, DuPont, Apple, Cadbury, Westin Hotels, Mars Australia – Mars Bar, Dove, Starburst, Procter & Gamble, Vicks VapoDrops, Whisper, Telstra Big Pond, Big Pond Cable, MobileNet, Australian Tourist Commission, Berri Juices, Uncle Bens, Whiskers, Chum, Masterfoods, Dolmio, Fisher & Paykel, Fujitsu, Cascade Brewing, Timezone, Myer/Grace Bros, Amcal, Ford, Cottees, Whirlpool, Yellow Pages, Singapore Army and many more. MAVERICK BRANDS AUSTRALASIA
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