Paddy Power is the latest corporate bookmaker to forge a partnership deal with a newspaper publisher, the Trinity Mirror Group PLC, in furnishing sports betting customers with a mobile betting app. Trinity’s The Daily Mirror and the Sunday People’s online sports content will provide UK punters, not only with up-to-date sports news while on the go, but will also enable app users to have instant access to Paddy Power’s online wagering facilities. Through the Mirror’s text updates, app users will receive price offers based on the Irish bookmaker’s latest odds and prices for featured matches and their related contingencies.
Matthew Colbourne, Director of New Business Development at Trinity Mirror Group PLC, explained how the partnership will work by citing as example: ”if we were to report that Manchester United had been awarded a penalty, we could then offer a price on whether they will score that penalty or not, with the customer able to place a bet in two clicks.”
Actually, Paddy Power is the third sports betting operator to take this particular marketing route as a means of promoting its betting offers. In February of this year, FSB Technology teamed up with The Guardian in launching a new sportsbook called GoWager.com. A month later, BetVictor struck a partnership deal that enabled The Sun to move forward with its plan of delving into sports wagering operations, in order to revitalize its presence in UK’s sports wagering industry.
Yet unlike The Sun and The Guardian’s partnership deals with their respective betting operators, the Trinity Mirror and Paddy Power mobile app agreement does not involve a white label arrangement. It merely integrates Paddy Power’s technological solutions in bringing the most advanced interface that Mirror readers can use for their sports betting pleasure. Paddy Power’s partnership with Trinity Mirror is more on leveraging the newspaper company’s online sports content as a way of reaching the thousands of readers who keep abreast of ongoing sports events via the Daily Mirror and the Sunday People.
The betting app content will focus mostly on live game reporting with references to Paddy Power’s betting markets and access to the bookmaker’s in-play betting channel. The Mirror, however, aims to draw casual gamblers in the course of providing UK punters with information about the latest betting opportunities at the Irish bookmaker’s online site. The news organization intends to carry out its role within the boundaries observed by a responsible media company.
Since the mobile app will be a Paddy Power branded application, users have to have a duly verified account with the sportsbook operator, to which they will sign in when accessing Paddy Power’s online sports betting services and content. Trinity Mirror on the other hand, will remind punters that the bets being placed via the Daily Mirror sports betting application will be staked in the Irish bookmaker’s sports betting markets. Avid readers of the Mirror’s online sports coverage do not have to wait long for the arrival of the Mirror’s Paddy Power app, since it is set to be released via Apple’s iTune Store any time soon.