Bet365 takes a punt on Ryvalmedia, handing it consolidated $40m media account

Ryvalmedia has been handed the consolidated Bet365 media account, Mumbrella understands. After winning the digital account last year, the total consolidated account is thought to be worth an estimated $40 million.

Carat was the incumbent for the account, winning it in 2011 under then agency MD, Simon Ryan, who now runs Ryvalmedia parent group, Ryancap.

Both Ryvalmedia and Bet365 declined to comment on the move, which was confirmed to Mumbrella by industry sources.

The gambling industry is one of the most prominent advertising categories in Australia, with Nielsen reporting that industry spent $271.3 million on advertising in 2020. This figure rose from $89.7 million in 2011. This figure excluded advertising on social media, sponsorships and in-program content.

Online gambling saw a major increase during COVID, as bookmaker rival Sportsbet spent a total of $139 million on advertising in 2020 alone, according to an investor presentation by its owners, Flutter in 2021.

At the time, Sayer’s Justin Papps told the SMH that in fact the budget could be even larger.

“I would expect they are in the top five advertisers in the country,” Papps told the SMH. “Digital and sponsorship is clearly a huge part of the advertising strategy for this sector.”

According to Nielsen, Sportsbet was the biggest gambling advertiser on TV in 2020, spending nearly twice as much as its next competitor. During the 2020 peak period, Sportsbet ran 135 unique creative ads on TV, the highest in the sector.

The size of the account represents one of the largest wins for an Australian agency from an international holding group agency in recent years.

Ryvalmedia, which consists of several former Carat/Dentsu staffers initially won the digital account last year for Bet365, worth an estimated $10 million.

Carat also declined to comment.


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