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Australians prefer Sportsbet more than any other betting brand

Sportsbet, a subsidiary of Irish bookmaker Paddy Power, is the preferred brand of Australians who can recall betting brands without prompting, according to a new study by consumer research company Global Reviews.

Sportsbet posted a 34% preference rate while Tab, a subsidiary of gambling and entertainment firm TabCorp Holdings, attracted a 21% brand preference rate.

However, the research, reported by the AdNews website, outlined the challenge facing William Hill in Australia following the UK bookmaker’s acquisition last month of businessman Tom Waterhouse’s online betting business.

Tom Waterhouse attracted a 12% brand preference rate, despite having a 43% initial recall rate.

Centrebet, which William Hill acquired in March alongside Sportingbet, generated only a 6% brand preference rate while Sportingbet did not make into the list of the top five gaming companies.

Global Reviews’ senior commercial director in charge of sports betting, Che Carbis, said: “Considering the high awareness rate that Tom Waterhouse holds, the sports betting industry should be watching closely to see how it will fare under its new ownership.

“In our corresponding UK study, also conducted in Q3 2013, it showed William Hill as being the strongest performer with a 23% final preference. Whilst Tom Waterhouse has been proven to have a well-known brand name, the company does have two very strong brands in Sportsbet and TAB to compete with.”

Of those who could not recall any betting companies until prompted, TAB was the preferred brand with 33% followed by Sportsbet with 27% and Tom Waterhouse with 12%.