Paddy Power Betfair is encouraging two marketing companies to compete against each other for their huge media spending power. Many sources have reported on this cut-throat move, which is said to be the result of a large scale plan to cut costs across the whole organisation.
Big changes
It’s hardly surprising that Paddy Power Betfair is making several changes. The organisation only came into existence as it currently is very recently, in February of this year, with expansion and amalgamation at the heart of the development of one of the biggest players in the iGaming industry.Paddy Power Betfair is currently spending £40 million per year on its television, internet, radio and print advertising. The previous way of working was to spread this spend across more than one marketing company, but they are now considering allocating the whole budget to one single outlet (according to The Independent). 
Paddy Power marketing
M2M has been working with Paddy Power since 2009, and have handled all their marketing activities since then. MediaCom has been responsible for Betfair’s media presence in Europe for the past year. Campaign Live has said that both M2M and MediaCom have been presenting their case to Paddy Power Betfair for some time, and are now in the final stages of making their pitches to the iGaming provider.Paddy Power Betfair is based in Dublin, Ireland, and those in charge have declared that they are strategizing in order to save at least £50 million every year. This saving will be the result of ‘synergies in a number of areas, including marketing’.
Expansion
The online gaming giant has gone through several changes since it began life less than four months ago. There are plans for other changes on the horizon, including a big expansion within the American and Australian markets. Paddy Power Betfair looks set for a global audience within online casino and sports betting – so is well worth watching out for.