Novelty betting still popular

Following the recent closure of Virgin Bets, the betting arm of Virgin Games that specialised in novelty bets, industry insiders still believe that the market for casual and novelty bets is a popular one.

Despite the apparent dip in popularity of reality TV shows, which make up a large proportion of the novelty bet market, some people in the industry still believe the market can grow.

“We were shocked at the news (referring to the closure of Virgin Bets), because we have had a bit of a bumper season. As an example, for I’m a Celebrity get me out of here, we signed up 200 accounts on the last day,” Andy Clerkson, managing director of tipping website Chickendinner told eGaming Review.

Clerkson believes that for a betting product that specialises in novelty betting to succeed, it needs to cater for its target audience in different ways than it normally would for a standard betting offering.

“Editorial is very important for this type of product. You can generate opinions, and you can come up with tips. We have always treated it as a lifestyle option rather than a betting option. Bookies have traditionally found that when they offer insightful editorial they also have increased the numbers of bets. Actually I think it is more difficult for people to sign up for sports betting,” Clerkson continued.

Clerkson added that the success of novelty betting is pretty much dependant on the popularity of the shows themselves.

Editor, - 2008-01-10 11:27:51

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