Bet365 eyeing up enhanced news content with platform overhaul

Evaluating its content creation and bettor engagement capabilities, bet365 has detailed ongoing development of its ‘ultra-modern’ news website and product team. 

In an enhancement of its news production, the online betting company has initiated a recruitment strategy, making James Clark the first of what will apparently be a long-list of hires for its content team. 

Clark has assumed the role of Sports and Betting News Manager of bet365’s upgraded media webpage, which the firm stated will provide tailored content covering football, horse racing, cricket, golf, tennis, boxing, rugby, American football, basketball, ice hockey, baseball, darts, snooker, Formula One, politics and entertainment.

“At the heart of everything we, as a team, set out to achieve, is high quality content,” Clark explained. “We want our customers across the world to feel informed and engaged by our narrative. 

“Our team is built up with a number of talented writers and content producers across the world. And our pool of talent is increasing.”

According to Clark, the website will function as a ‘super smart, user-friendly platform’, providing sports events and betting news to bet365’s global bettor audience, available in several languages to facilitate this.

The site will feature the standard range of previews, reviews and betting tipsters seen across many sportsbooks content platforms, alongside ‘exclusive interviews, tailored video content, and bespoke imagery across our sites’. 

Prior to joining bet365’s expanding content team, Clark worked in television production for ITV News, including reporting and presenting sports news online and on-air. 

He was also responsible for leading broadcast models and production strategy for the Commonwealth Games, as well as other ‘large-scale events’. 

The revelation comes as provision of online content becomes more of a focus for many operators as a means of engaging with customers, particularly around key sporting events. 

A notable development this month saw bet365 rival SkyBet move to bolster its own content creation efforts, signing a partnership with Spotlight Sports Group (SSG).

The collaboration will see SSG construct a microsite for SkyBet focusing on 2022/23 domestic football and 2022 FIFA World Cup content, following on from the success of the duo’s Cheltenham Festival webpage earlier this year.

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