As anticipated by Bookmakers Review on July 3, the Austrian sportsbook has changed its name to Bwin.
The descriptive, high-grade, functional character of the brand name “bet and win” had not been suitable for already quite some time for the actual assortment of entertainment offerings, which include sports bets, poker, casino and soft games.
Also the brand name did not fulfill the desired requirements regarding a differentiation from the competition. Just like betandwin, numerous online gaming companies use the word “bet” as part of their brand names: Betfair, Bet365, Sportingbet, Centrebet, Betsson, Canbet, Betinternet and bet-at-home, just to name a few.
In the course of international sponsoring activities, the limited readability due to the length of the label name was noticeable upon direct comparison with brands such as Nike, Sony or IBM, which again places influence on the advertising effectiveness of such commitments.
For the reasons mentioned above, the development of a still more clearly formulated brand strategy was necessary, regarding the creation of an umbrella brand name.
“In the course of a two-year process, we succeeded in creating a communication basis by way of the transformation from betandwin into the brand platform bwin, which covers a broad product portfolio. bwin is not only more generic and substantially easier to recharge emotionally, but also allows us to communicate still faster than in the past. bwin then becomes the right choice for an umbrella brand name in respect of all our requirements,” commented Manfred Bodner, Co-CEO of Bwin.
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