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With the launch of Podium Bets, the UK-based affiliate giant QiH Group is launching its first online sports betting venture. This transfer coincides with the forthcoming Premier League season. Podium Bets will first provide sports betting on four major events: NFL, boxing, football, and horse racing. The company will use a range of digital marketing techniques, such as social networking sites like Facebook, Snapchat, and Twitter, Google, PPC, SEO, and programmatic advertising.
QiH Group strategically used the Euro 2024 tournament’s high engagement to test its sports betting division. During this period, the company executed 350 targeted campaigns across paid channels, resulting in a prospect list of over 25,000 sports enthusiasts and approximately 7,500 conversions. The success of this soft launch set the stage for a full-scale rollout.
The company’s sports betting division has seen significant growth, doubling the number of operator partners in just two months. This expansion reflects an enhanced customer offering and improved service quality. David Murphy, Chief Marketing Officer at QiH Group, anticipates that this new division will contribute 15% to the company’s revenue for the fiscal year 2024/25.
Murphy highlighted the strategic importance of the new sports betting initiative, stating, “The Euros were the launchpad of a long-held ambition for the company to expand into sports and it has been a fantastic success.” He emphasized QiH Group’s commitment to maintaining the high standards and innovative approach that have characterized its casino offerings. “We are committed to providing sports fans with the same level of excellence and innovation that has defined our market-leading casino offerings,” Murphy added.
Podium Bets joins QiH’s portfolio alongside established casino brands like SlotsWise and StrikeWild. Camilla Rodrigues, Affiliate Manager for Betrino, praised the partnership, noting remarkable growth and effective strategies tailored to their needs. Similarly, James Dominique, Affiliate Manager at Lottoland, commended Podium Bets for delivering impressive results and adapting to their unique requirements.
This strategic expansion into sports betting represents a significant milestone for QiH Group, setting the stage for further innovation and growth in the online betting market.