A new online sportsbook and casino operating as 666Bet is set to launch next Monday and has set a goal of competing with the top names in the online gambling industry by the end of 2015.
Licensed in the Isle of Man, the new site with a devilish name has set aside quite a large marketing budget in order to establish itself in the United Kingdom, Europe and Asia. The gaming site will be headed by CEO Barry Martin, an industry mainstay for some 13 years who was previously affiliated with the Gutshot Poker club.
Within 18 months we will be knocking on the door of the big guys,” Martin told eGR. “We’ve got a very aggressive approach to marketing and committed a lot of money to TV this year – £5 million between now and the end of next football season.”
Providing a face for 666Bet as brand ambassador will be former Tottenham Hotspur and the current Queens Park Rangers manager Harry Redknapp. Another recognizable name added to the marketing drive is actor Vas Blackwood.
While the 666Bet name lends itself to marketing with satanic overtones, the new gaming site plans to stay away from such associations. The focus instead will be directed toward customer service and “deliverability.”
We’re not going down that route,” Martin said, in reference to Antichrist marketing. “We don’t have to as the brand and story is too strong for that. The nice thing about the number ‘666’ is that it works really well in Asia which is the next market we’re going into.”
Within the first year, 666Bet expects to devote £8 million to marketing endeavors. Its casino content is provided by Microgaming.