BetAndWin Changes Name to Bwin

The company Betandwin becomes Bwin having the goal to develop the potential already existing of the original brand Betandwin in the best possible way and also with the purpose to create better fundamental conditions for developments in the future.

BETandWIN.com Interactive Entertainment AG appeared first in 1999 as an online sport betting company with an annual turnover of EUR 5.4 Million and in less than 7 years the enterprise became one of the leading online gaming companies in the online gaming industry. In this period of time, not only did the market environment - due to technological innovations, among other things - change, but also brand requirements increased as well.

Because of the developments of the actual collection of entertainment that the company provides, which consist in sports bets, casino games, soft games, poker room and live audio and video streams, the descriptive, high-grade, functional character of the brand name "bet and win" has actually not been suitable for already quite some time.

Also the brand name did not accomplish the desired necessities regarding a differentiation from the competition. Just like betandwin had already, numerous on-line gaming companies decided to use the word "bet" themselves as part of their brand names. For example, Betfair, Bet365, Sportingbet, Centrebet, Betsson, Canbet, Betinternet and bet-at-home.

In the course of international sponsoring activities, the limited
readability due to the length of the label name was noticeable upon direct comparison with brands such as Nike, Sony or IBM, which again places influence on the advertising effectiveness of such commitments.

The development of a still more clearly formulated brand strategy was compulsory, regarding the creation of an umbrella brand name. Using already created brand values as examples, the requirements necessary for agencies included, among other things, preserving brand recognition and acceptance.

Manfred Bodner, Bwin Co-CEO stated: "In the course of a two-year process, we succeeded in creating a communication basis by way of the transformation from Betandwin into the brand platform Bwin, which covers a broad product portfolio. Bwin is not only more generic and substantially easier to recharge emotionally, but also allows us to communicate still faster than in the past. Bwin then becomes the correct alternative for an umbrella brand name in respect of all our requirements."