Bowie sung the praise of ch-ch-ch-changes! Presumably it must be a favourite song of cigar chomping bookmaking giant Mr Victor Chandler.
Ominously (for the superstitious) the firm of which he is Chairman chose Friday 13th to announce that the company would be rebranding their UK facing business to be called BetVictor. This move comes a few years after trying to brand as VCBet, a move that was eventually abandoned.
The cynical would initially note that the name comes across as sharing a degree of similarity with BetFred (formerly Dones Bookmakers). Both Fred Done and Victor Chandler utilise television adverts that prominently feature themselves as individuals, a strategy that seems to be paying off.
However ultimately the rebrand isn’t about the UK, it is about bringing the Victor Chandler UK and European businesses into one brand. They attempted to do this (without the desired degree of success) with the GamingVC rebrand. With a more concerted effort this new initiative should reap dividends as European trade becomes more and more crucial to bookmakers revenue growth. It is no secret that the Europe is potentially massively lucrative and untapped in relation to the low percentage margin, highly established UK market.
I will spare cheap copy about Opal Fruits and Marathon bar rebrands, and instead put a note in my diary to update our reviews of Victor Chandler! On the subject, Saturday features the Gibraltar firm sponsoring the Victor Chandler Chase at Ascot, should be a cracking race, and Bryan is doing a preview blog shortly.