Parimatch is one of the largest bookmakers in the world, which is estimated at 1 billion dollars. The company received the main growth after its transformation into online, and today it is a large IT company. The head of the Supervisory Board — Sergey Portnov Parimatch — is proud of their marketing strategy, collaboration with Mike Tyson and Conor McGregor.
Every month 1 million users make 5 billion bets with this bookmaker. Parimatch looks like a marketing giant, but behind all this there is a powerful IT architecture. To process these 5 billion bets, highly loaded complex systems are needed. The company was born out of retail in 2010. Then only 5% of people made bets on the Internet, others went to physical points. Now 70% place bets on their smartphones and 30% on the Internet.
If earlier this business was developed by businessmen and marketers, and IT was the only resource, today the technical team dictates how to develop the business. Now the tech culture is gaining the credibility of the company.
Geography of distribution around the world
Parimatch is not yet a global company based on geography. So far, they are 70% in the CIS. The company is also present in:
- Latin America;
- South Asia;
In the future, еру representatives of the company swear to enter South Asia: Pakistan, Bangladesh. There, each country has the potential of the entire CIS, and there Parimatch also have the greatest growth in users.
England is the largest market in terms of income, the game has been mentally accepted there for 70 years. The betting is a continuation of the sport in this country. 70% of the population, that is 50 million people, make a bet at least once a year. A high-income market requires spending on marketing, retail, taxes. So, it is not marginally profitable, but stable.
The secret of Parimatch’s successful marketing
The representatives of the company are sure — they have outgrown the stage when they thought only in terms of income. If your goal is to make quick profits, then you have to sow the internet with the worst ads people can get in their heads. But to build a lovemark, you need to deeply build a story.
When they plan marketing, they are very clear about the media that will add value to the brand. They are building a lifestyle brand, offering the MMA halls and restaurants. There are more analytics and metrics in digital advertising. If, for example, Parimatch choose Conor and Tyson, why not Van Damme? These questions are very subtle, here you have to guess.
Parimatch built a company with an international positioning with international stars. For example, Conor McGregor has an unpretentious opinion on everything, depth in everything. If he leaves MMA, he becomes a businessman, an actor. Mike Tyson is a completely different person, a philosopher.