Betfair seeks agency following Google rule change

by Andrew McCormick, Revolution UK 04-Nov-08, 14:00

LONDON - Betfair has become one of the first gambling firms to seek an agency to handle its paid search account following Google's decision to liberalise its UK gambling rules, Revolution can reveal.

Betfair has approached a number of agencies to run its paid search account ahead of an anticipated flurry of pitches in the gambling sector.

Agencies are looking to cash in on Google's decision to accept paid search advertising from gambling companies in the UK - a move that is expected to land the search giant up to £300m in additional revenue.

Betfair was one of the first gambling companies to run TV ads following the Gambling Commission's decision to allow gambling firms to advertise on TV. The online bookie generated almost £240m of revenue in the year to April 2008.

Betfair was unavailable for comment.