Will Betfair change their name?

[JollyGreen]

I read with interest the potential reversion to Flutter, albeit Flutter Entertainment. To be perfectly honest they lost the plot years ago, they had a USP and they spent ages p**sing away that USP by trying to be a bookmaker. It was a case of trying to reinvent the wheel. So now the loons at Betfair HQ think a re-brand will somehow save their tarnished reputation.

I see it like this.....

They have realised you cannot polish a turd so....let's roll it in glitter and hope nobody notices

[Westerner]

From my understanding, the introduction of the Flutter Entertainment name is to partly make the brand more appealing to US customers.

[JollyGreen]

From my understanding, the introduction of the Flutter Entertainment name is to partly make the brand more appealing to US customers.

Yes I believe that is a factor. They screw up here all the time so can you imagine the chaos they’ll cause in the USA!!

[to75ne]

do yanks know what flutter means? i dont think its a term they use or hear often, seems strange using a british slang term to appeal to yanks, but then again betfair are not exactly on the ball at the best of times.

[Euler]

When Betfair introduced the sports book I told them they should use the Flutter brand to keep the sportsbook away from Betfair. I think they could have pumped loads of money and effort into the sportsbook at that point without disrupting the exchange.

[JollyGreen]

When Betfair introduced the sports book I told them they should use the Flutter brand to keep the sportsbook away from Betfair. I think they could have pumped loads of money and effort into the sportsbook at that point without disrupting the exchange.

Exactly! At the time we both said it was a strange move and as referenced in my original post, "why were they trying to re-invent the wheel?"

I was not privy to your suggestion about Flutter at that time but we both said they needed to create some form of differentiation. What would we know eh?

[Kai]

do yanks know what flutter means? i dont think its a term they use or hear often, seems strange using a british slang term to appeal to yanks, but then again betfair are not exactly on the ball at the best of times.

None of us outside of the UK know what Flutter means, we associate zero gambling connotations with the word. Instead, Flutter to us sounds like a Silicon Valley startup that's about to blow up (a modern brand name along the lines of Twitter, Tinder etc). That was probably the point.

[Kafkaesque]

do yanks know what flutter means? i dont think its a term they use or hear often, seems strange using a british slang term to appeal to yanks, but then again betfair are not exactly on the ball at the best of times.

None of us outside of the UK know what Flutter means, we associate zero gambling connotations with the word. Instead, Flutter to us sounds like a Silicon Valley startup that's about to blow up (a modern brand name along the lines of Twitter, Tinder etc). That was probably the point.

Personally I do know the word. Maybe to do with having lived in England.

It strikes me as such a bizarre choice. To me the word is the complete opposite of what the exhange is (or is suppose to be). Having a go lucky, chancer on something, rather than being the place for skilled bettors (and traders).

I guess, it kinda makes sense, if it were to seperate the two products as Euler says, but at this point and the way they run the operation, it cannot help reflect on the Exchange as well.

As a case of how to do it, the Danish (former) monopoly on all things gambling, Danske Spil, did a great job. I despise that company in so many ways. However when they looked to get a seperate brand to distance the betting from their historical connection to the lottery, scratch cards etc I do think branding was done superbly.

https://www.youtube.com/watch?v=28Lryak15Qc

[wearthefoxhat]

I think the Exchange and Sportsbook are inextricably linked, like siamese twins. A name change is late in the day for sure.

I don't believe the exchange runs totally seperate from the sportsbook, if so then they would have gone the route of a rebrand when the sportsbook was introduced in 2016.

I recently read the 37 page thread -(Trading Horse racing : Leopardstown - 14:00 - Christmas Hurdle - Voler la vedette). Then found out a couple of other interesting occurences.

flutter.PNG

[superfrank]

Betfair seem to deliberately confuse the two.

They advertise the benefits of exchange prices (e.g. "best price on 95% of races" etc.) to attract customers to the Betfair brand where the Sportsbook takes centre stage (on the main site).

It's slightly similar to Labour's Brexit policy with their core voters - pretending to support leaving when really plotting to remain!

[Euler]

#topical