Entain Australia launches live racing channels to drive brand loyalty

 Entain Australia has officially launched live racing channels to boost their brands. This comes after Entain tried unsuccessfully to acquire Tabcorp's betting and media business last year.
 Entain Australia, the company behind Ladbrokes and Neds, has launched four online horse and greyhound racing channels as part of a media system that also produces written content and documentaries.

The company has a team of approximately 30 people for this media division led by Andy Hoad and is currently recruiting commentators and writers for pre-race shows, social media and online content.

Dean Shannon, CEO of Entain Australia, said this content model is a first for the company and has seen significant investment of money. And, he commented: “The future of the business is really bound to content. It is becoming more than just a wagering business”.

“Our ambition is to have wall-to-wall Australian and international racing broadcasts for customers and build a lot of bespoke content around that,” he added.

The newly launched media system is divided into three areas: the live channels, digital media and broadcast (which includes a deal with, and long form video. Entain is working on two programs, a documentary on the history of the growth of Australian basketball and an entertainment series with three-time Melbourne Cup winner Glen Boss.

Entain’s television channels launched last week and are currently running races through the Ladbrokes and Neds apps. The company using its other digital content - commentary about trainers, horses and jockeys - to fill hours, but has plans to expand its offering into launch pre-race programs and live commentary.
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