New partnership promotes gaming in bars and pubs

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With increasing numbers of people using their phones for betting and games while in a bar or pub, Betway has formed a new partnership to promote its services in the on-trade.

Its gaming and sport book business will be advertised on screens across the UK via cloud-based communication and entertainment platform Screach.

Betway will promote the full spectrum of its gaming services, such as sport, including football and darts, as well as bingo and its online casino with a wide range of card games.

It follows a partnership between Screach and BT which means that on-trade customers signing up to the BT Sport Total package will benefit from a free Screach Lite service designed to help pubs and bars drive footfall and sales through their existing TV screens.

Betway will sponsor Screach for the first 1,000 customers who sign up to BT Sport Total and in return Betway will receive exclusive rights for gaming and gambling advertising on the Screach Lite channel for these venues.

Robert Rawlinson, CEO of Screach, said: “The Betway agreement is good for our customers as it allows us to provide our service completely free of charge for the first 1,000 pubs who sign up.”

Anthony Werkman, marketing and operations director at Betway, said: “The partnership with Screach enables us to place our brand and product communications directly in front of our ideal target audience in pubs and on a platform they already engage with – TV screens.

“We really like the innovative nature of the Screach technology and although our initial relationship is only linked to 1,000 venues, we are looking forward to developing our relationship into the future.”

The Screach service is simple to set up and use: a Screach smart box is installed in the venue and connected to existing broadband, TVs and AV network, similar to the installation of a BT Sport or Sky box.

It works the same as normal TV, showing entertaining and engaging content on screens to draw customers’ attention where bars and pubs then display their own adverts and promotions, helping drive footfall and sales.

Robert at Screach added: “With our increasing presence in pubs across the UK, we are an attractive advertising option for the gaming sector, and indeed any business which markets to UK adults.

“We feel we are well placed to become the largest in-venue out of home advertising platform in the UK and look forward to announcing more advertising partnerships in the near future.”

The Betway Group is a leading provider of first-class entertainment across sports betting, casino, bingo and poker. Launched in 2006, the company operates across a number of regulated online markets.

Betway is experiencing its largest growth in sports betting, with its comprehensive sportsbook product offering customers a wide selection of both pre-game and in-play betting across a broad range of sports.

It is the principal sponsor of Premier League football club West Ham United, the UK Premier League Darts and the UK Snooker Championships. It was also title sponsor for last year’s world title boxing fight between Carl Froch and George Groves at Wembley Stadium.

Betway is a member of several prominent industry-related bodies, including ESSA, the Independent Betting Adjudication Service (IBAS) and the Remote Gambling Association (RGA). Its other brands including Dream Bingo, Bingo on the Box, Spin Casino and the Hippodrome Online Casino.

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