The Stars Group reviews UK strategy

The Stars Group reviews UK strategy

The Group is reviewing its media strategy in the UK. Credits: The Stars Group

The company is reviewing its media strategy after acquiring assets of Sky Betting & Gaming.

UK.- The Stars Group Inc is reportedly working on its UK media strategy. The company needs to review its global planning and buying accounts after the Sky Betting & Gaming acquisitions in 2018.

The company is reviewing PokerStars and Sky Bet’s media strategies, as well as BetEasy’s. PokerStars, the biggest asset from the Stars Group, currently runs its media strategy services through PHD Worldwide. On the other hand, MediaCom Leeds currently holds the Sky Bet and PokerStars UK business, Campaign Live reported.

The group is reportedly reviewing a number of media pitches from different agencies and MediaSense is acting as advisor/intermediate.

“As part of its normal course of business, The Stars Group conducts a review every three years of its global agency roster and media planning and buying capabilities. The review spans all businesses and brands, including PokerStars, Sky Betting and Gaming and BetEasy,” said a Stars Group spokeswoman.

The company boosted its revenues in 2018

As reported earlier this month, The Stars Group posted a 54.6% revenue increase for full 2018 to over US$2 billion. Adjusted earnings reached US$781 million.

“Our International business saw strong organic growth in the year despite restrictions in certain markets and lapping the initial roll-out of our Stars Rewards program. Our United Kingdom and Australia segments both performed in-line with our expectations during the fourth quarter, and we believe they are currently well-positioned to continue gaining market share in 2019,” said Rafi Ashkenazi, The Stars Group’s CEO.

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