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The next strategy to differentiate themselves from the rest of the pack, especially in the UK and Europe, was to broaden the horizons of their gambling reach.
In those days, gambling sites were focused primarily on the sports that happened in their time zones. For the UK and Europe, that was predominantly soccer, with some other sports thrown in.
Bet was the first bookmaker based in the UK to take wagers on sports from all over the world. North American sports that took place late at night or in the early morning hours in the UK were available for wagering at Bet Not only that, but the site also went far deeper than the most popular leagues of each sport.
Bet was one of the first places where you could place a wager on second or third tier soccer leagues, which was appealing to the people who lived in the towns where these teams played. It was almost a grassroots approach to marketing the site. By having locals be able to bet on their favorite team no matter how popular they were, the company was able to penetrate smaller markets much earlier than their competition. The final pitch that Bet used was to work the trust angle.
The company was transparent about who they were, that they were related to the Provincial Racing group, and that they were accessible to players anytime day or night.
All of this led to incredible growth for the company in the first few years. A smart business acumen gave Denise Coates the idea to follow in the footsteps of her father and reinvest all the profits of the business into growth.
This included expanded marketing campaigns, sponsorships, and adding new products to the platform. With the new profits, one of the first things Bet spent money on was an online poker skin. In , at the heights of the growing online poker market, Bet added a skin from the Microgaming Poker Network, giving their massive database a pool of poker liquidity to play in.
This also gave Bet another revenue stream and another hook in their players. As it was much easier to use one balance to play both sports and poker, the increase in loyalty amongst players was evident. Next up for the company was to start sponsoring sports teams around Europe.
This included several soccer clubs, which gave the company great exposure across both stadiums and television every week. These sponsorships were not cheap, but were an easy way to build loyalty amongst a fan base. In , the product line expanded once again with the addition of a bingo site to the platform. Along with casino, poker, and sports, Bet was now a full-service gaming site, giving players multiple product lines to enjoy from their one-wallet solution.
She also looked to make acquisitions, and made a splash when the company announced that it was acquiring Bowman Sports, a long-standing fixture in the American sports betting scene. This was considered a coup of sorts, but for Coates, it made sense as they were often in competition with Bowman for advertising in the North American market.
Finally, the company pushed the envelope when it came to advertising in the grey markets. As mentioned, they were in stiff competition with Bowman for many of these prized locations, so after acquiring their competitor, they could be found sponsoring everything from betting radio shows to the Canadian Football League.
In fact, many of us in the industry point to the logo of Bet being on the field at CFL games as a tipping point for traditional advertising platforms accepting online gaming clients. Once armed with a full complement of products and having grown their business through acquisition and marketing, the management of Bet focused squarely on technology and the new delivery methods that had become available to them. Mobile was becoming the top method of wagering on sports, especially in the UK and Europe, so it only made sense that Bet was at the forefront of this channel.
Not only did Bet roll out a full mobile-ready platform for their players, but they added something else: Now, if you were in a stadium watching a game live, or at your house watching a broadcast from another country, you could make a wager while the game was in progress.
This type of betting became very popular, especially with the soccer crowd. Seeing that games were ninety minutes long, without much scoring taking place, and many of the fixtures had heavy favorites, expanding the betting options to who would score next, or the minute of the next goal, or yellow cards meant that players could get their fix far more often during the match.
This, of course, was magical for sites, who now had more money flowing into wagers and therefore into their pockets. Denise Coates continues to be a private person, rarely agreeing to be interviewed. The main West stand consists of two tiers of seating which house 7, spectators, plus all of the stadiums corporate and media facilities. The Boothen and East stands hold 6, and 8, people respectively. The South Stand, which is used by both home and away supporters can hold 4, people.
In , work took place on the A50 to allow direct access to the stadium from the eastbound direction, involving building a bridge across the road.
It is close to the Sideway junction with the A At the start of the —11 season, the stadium was accessible via a new underpass under Stanley Matthews Way, to reduce traffic problems with exiting the area back onto the A In the middle of , surveyors were asked to investigate the feasibility of filling in one and possibly two of the stadium's open corners.
In November , chairman Peter Coates said that a decision on expansion would be made at the end of the season and was dependent on the club's Premier League survival. In February , the club were still considering whether to expand the 27, capacity by filling in the scoreboard corner between the South and East stands. Chief Executive Tony Scholes cautioned that expansion might jeopardise the atmosphere at the stadium, one of the factors credited with Stoke City's resurgence in the top tier of English football.
I would loathe to give that up. It is on the drawing board and is something we will consider. But we want to feel confident we can justify it in terms of getting the increased capacity, filling it and it making economic sense.
The stadium also has full conference, banqueting and events facilities and has, as well as football, also staged firework displays and music concerts. The likes of Bon Jovi , Bryan Adams , Busted , Elton John and Rod Stewart have all played out on the pitch at the ground in addition to the numerous summer music concerts.
The hosts lost 1—0 with 28, in attendance. From Wikipedia, the free encyclopedia. Retrieved 13 August Archived from the original PDF on 22 January Retrieved 15 January Retrieved 18 May Retrieved 21 April Archived from the original on 19 April Retrieved 11 April Retrieved 30 October Retrieved 14 July Archived from the original on 29 February Retrieved 12 December Retrieved 3 December Retrieved 22 December Archived from the original on 1 June Retrieved 1 June
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