Bookies must keep their eyes on the fight

Big boxing and MMA fights have emerged as one of the most important acquisition periods for bookmakers, according to the chief executive of a major bookmaker in Australia.

“In a normal year, we would have around six or seven main acquisition periods… and believe it or not, boxing and MMA have become the next big thing, “ said Jason Scott, CEO of Ladbrokes during a panel at the GRWA conference in Sydney on Wednesday.

Jason said these periods are extremely competitive when it comes to client acquisition, and seeing a huge influx of free bets and promotions during these times should not be a surprise.  

“Free bets and these sort of promotions are a defensive mechanism as much as a chase for clients.

“If we don’t do them, we’ll lose the deposit for a week, and they’ll go and bet somewhere else.”

Jason said that average punter has on average around 3.1 accounts with bookmakers at any one time.

“So you’ll need to be the bookmaker of choice,” he said.