British Bookmaker William Hill is expecting to make €245.9 million in revenue from the upcoming World Cup in Brazil.
The target is significantly higher than the record of €123 million that was set during the last World Cup in 2010.
In anticipation. William Hill launched a major television marketing campaign in the UK before the event.
“We are focusing a lot of our communications now specifically around our customers—talking much more distinctly about product benefits, but doing it in a way that can occupy much more of an emotional space, while historically we have been very rational and serious,” Alex O’Shaughnessy, director of marketing for William Hill Online, told TheDrum.com. “As we look at the emergence of social media in particular—we are moving into a sphere now where we have to be more invitational than directional.”
The bookmaker is also exploring new ways of interfacing with customers through new mobile devices, O’Shaughnessy said.
