Sky Betting and Gaming, part of BSkyB Group, is one of the leading betting and gaming companies in the United Kingdom. The company consists of four core brands—Sky Bet, Sky Vegas, Sky Poker, and Sky Bingo—and is part of the same group that powers the United Kingdom’s leading multi-sports websites, Sporting Life. Customers can bet and play online or via a mobile platform with the company’s Sky Bet, Sky Vegas, and Sky Bingo apps available for free download from the Apple iTunes App Store. This story focuses specifically on Sky Bet (skybet.com).
Sky Bet has effectively used all traditional digital marketing channels to drive new customer acquisitions and traffic to Skybet.com. Increasing competition and changing customer behaviors have prompted the company to elevate the use of social media as a vital component of its digital marketing and content strategy. Over the past year, Sky Bet has initiated several successful social media campaigns on Facebook and Twitter, with the goals of better engaging existing customers and attracting new ones.