|Yoni Sidi - VP UK Sales & Marketing, William Hill|
Tuesday, 22 March 2011 19:35
After working on UK Marketing at Ad-Gency, Yoni Sidi began his career in the gambling and casino industry, becoming the owner of Webroute. In 2009 he joined the UK's leading sports betting company William Hill, where he currently holds the joint responsibilities of being Vice-President for UK Sales and Marketing in the company's Gibraltar base and their extensive online operations and offerings in the UK.
What inspired your decision to begin your career in the gambling industry and how did it come about?
It actually came about by chance and an opportunity to work in online support eight years ago and I haven’t looked backed since.
What advantages does William Hill offer in terms of sports betting compared to the competition?
The brand name definitely adds a lot and is a huge advantage on our competitors. It also helps that we have top quality software across the board as well as top quality offerings which helps us convert and retain custom very well.
How important is it to mirror your online marketing with that in offline areas such as retail?
It's of huge importance – especially when your campaigns are based around brand awareness as much as acquisition. Having the same look and feel brings consistency for the brand and certainly improves results.
In terms of media outlets in the betting industry, how is William Hill fighting off its competitors from the increasingly popular mobile betting?
Mobile is an emerging market and an exciting one which means that there is competition and although we were not the first of our competitors first to market, we are making up for it by supplying good software and being extremely innovative in what we produce and offer. We do believe that this is the year for the mobile to shine and we want to make sure we are a market leader.
What was the incentive behind William Hill's relocation to Gibraltar?
The challenge of competing with betting exchanges and offshore telebetting operators, all of whom have benefitted from significant cost and tax advantages over UK bookmakers, was a significant reason behind the move. It has enabled us to compete on a level playing field for the first time in years. Not being there made it difficult for our existing business to compete profitably from the UK.
WilliamHill.com recently sponsored the Welsh Champion Hurdle, how important is it to the company to support some of horseracing's smaller racecourses as well as major races?
We are the number one bookmaker for horseracing events so it is important to show our support wherever we can.