Paddy Power goes on UK internet casino offensive


24 Jan 2008

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Ireland’s largest sports-betting outfit Paddy Power has embarked on a customer acquisition and brand awareness campaign using novel electronic gaming devices for its UK casino offering, siliconrepublic.com has learned.

Paddy Power’s UK casino division, Paddypockets.com, has struck a deal with gaming device firm Electronic Game Card to deploy its gaming cards as part of a retail promotion strategy in the UK.

“Our innovative GameCards are a cost-efficient and highly effective promotional device for achieving marketing campaign revenue objectives through familiarity and relevance to games offered in the online world,” a spokesperson for Electronic Game Card explained.

The electronic gaming devices can be programmed to suit a variety of gaming and promotional applications. Electronic Game Card’s client base is across the US$202bn market of state and national lotteries, as well as gaming and casino businesses.

Paddy Power operates over 220 retail betting shops between Ireland and the UK and has an extensive online portfolio that includes fixed-odds sports betting, poker and fixed-odds games, casino, bingo, financial trading, lotteries, skill-gaming and auctions.

“We are excited to be working with Electronic Game Card and hope to develop a long and mutually rewarding co-operation,” explained Graham Keating, head of casino and games at Paddy Power.

By John Kennedy