Ready? Exchange… New Advert. Now What?
I’m shocked. Are you?
The new Betfair Ready? Exchange advert has surprised me. Are they really interested in promoting the exchange again?
Are things set to change?
Over the last couple of years it would seem as though, from the outside, Betfair only cared about sending people to the Sportsbook. The latest advert showing jousting knights and wild deer going head-to-head would imply otherwise. Hopefully it’s not just a fad.
I really don’t want to put a negative spin on this, it’s a great play for longer-term business as far as I’m concerned. Betfair rose from nothing quickly through the innovation the exchange provides. Betting on the exchange has been the best thing that happened in my life, ever.
But more has to change if they are to truly succeed when marketing the exchange. Premium Charges will be a massive problem for them if they put any real weight behind it…
The Betfair Pro Traders Campaign that I featured in was a great idea. The problem being, many were quick to criticise when they started a ‘show us your green screen competition’ with comments like “wave your dick for Betfair“. Nearly all the disgruntled comments were from premium charge payers (or those that weren’t profitable enough to be picked to take part).
I have to admit, my first thoughts when watching the advert:
- What about the consistent exchange and API outages? It seems to be every few weeks there is some form of problem
- Why did both deer have antlers? It implies all competition is equal on the exchange. Up to 60% premium charge for consistent winners is the reality
- Did Betfair cut the winning knights legs off after recording? That’s what they do with up to 60% premium charges
I sincerely hope things improve for all and there are many more adverts.
Pushing the exchange is probably the best way they can continually dominate the market in my opinion. However, if they continue to push the exchange without even listening to the army of premium charge payers then complaints will continually increase. I’ve noticed personally that the poor guys manning the Twitter Helpdesk get a lot more abuse than they used to each time a problem occurs.
Despite giving them a hard time myself on occasion I really feel sorry for them…
Premium Charge Trials…
There’s been plenty of talk about changes to the Premium Charge recently too (the additional commission you have to pay for being a winning exchange customer). Maybe the merger with Paddy Power wasn’t all bad?
Still there’s no official change, although it’s encouraging to see. Betfair must be finally realising the anti-marketing message the Premium Charge brings to its exchange users. Often killing people’s hopes and dreams before they get going.
I honestly hope this is just the start of a refreshed approach to business, well done Betfair…
You can watch the full Ready? Exchange Advert here by Betfair:
What did you think about the new advert?
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