Untapped Potential of Mobile Messaging Unites Snapchat and Betfair

Untapped Potential of Mobile Messaging Unites Snapchat and BetfairBetfair says there is value in using photo-messaging app Snapchat in the modern age of mobile gaming and gambling.

Betfair plans to serve up “exclusive football odds” to smartphone users through its freshly announced partnership with Snapchat.

Calling it an “industry first,” the gambling company pushed odds for the Chelsea v Everton and Crystal Palace v Manchester United Premier League games this past weekend, according to Marketing Week.

The company is promoting the service primarily to its social media following encouraging them to follow the “Betfairofficial” Snapchat profile. Rather than the current odds of 6/4, users will be able to place a maximum £10 bet on enhanced doubles odds. It follows a similar promotional template the brand used when it first began offering exclusive odds via its Twitter profile.

“Snapchat is a relatively new, yet rapidly growing social media platform, which I’m certain will play a huge role in the marketing mix of companies going forward,” says Mark Ody, brand director at Betfair. “To be one of the first brands, and the first betting company, to make use of the platform is very exciting. It has huge potential for us as a business.”

The utilization of Snapchat, industry sources say, illustrates how Betfair plans to keep mobile at the center of its marketing activity for the foreseeable future.

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