Who or what are you?
OpenBet (formerly Orbis Technology) is the leading sportsbook and gaming software supplier to the biggest names in the betting business including William Hill, Ladbrokes, Paddy Power, Betfair and Skybet. Our B2B products cover all areas of online gaming including Sportsbook, Casino, Poker and OpenBet Retail providing hardware technology and software solutions to high street
betting shops.
What’s the problem?
As the market leader in software innovation and betting technology, we wanted a bold new brand to reinforce our number one positioning. We are also a young and dynamic company and we didn’t feel that the old name and branding reflected that.
The old Orbis name didn’t demonstrate what we do, and the branding relied too heavily on gaming imagery such as cards and dice. With the new name there is no need for our brand to try to look like a betting and gaming company – it now speaks for itself.
What’s the ‘big idea’?
The real key to our success has always been how open and flexible our betting platform is and our new name, OpenBet, really demonstrates the open nature of the company.
Our products allow betting technology platform operators to provide their customers with the ability to bet and play in multiple languages and currencies across different channels. Customers can bet and play over the web, on mobile phones, in betting shops, call centres and even through their TVs, using a single log-in and centralised account.
With our new image, new website, and relocating to a new head office, it was important to ensure all touch points of the brand had a consistent look and feel wherever a customer sees us. It also creates a more inspiring work environment for staff.
When and how?
I joined the company earlier this year, after which we appointed strategic consultancy Branded to create a new positioning and identity, and digital agency Clinic to deliver the creative. We all worked together as a team to complete the rebrand in just three months, unveiling it in June 2010.
Did it work?
The feedback we have received from the industry has been very positive. We’ve noted a real increase in new business enquiries and we’ve got some exciting new customer sign-ups in the pipeline.
Our new brand has also been rapidly established in Canada; we recently launched OpenBet in the first legal jurisdictions to go live with online casino games in North America.
