Betway signs deal with in-pub communications platform Screach

The deal sees Betway gain exclusive rights for betting and gaming advertising in the first 1,000 UK pubs who sign up to the new Screach Lite service, delivered in partnership by Screach and BT Sport.

Screach’s platform is pre-loaded with content and connects directly to the TV and audio visual networks of venues across the UK, giving pub landlords the ability to control what is shown on their TV screens, played over their speaker systems and ads displayed via their WIFI networks.

The online bookmaker will promote its full product and services range including the flagship Betway Sportsbook brand with engaging content delivered through the proprietary Screach box.

Anthony Werkman, Marketing and Operations Director at Betway, said: “The partnership with Screach enables us to place our brand and product communications directly in front of our ideal target audience in pubs and on a platform they already engage with – TV screens.

“We really like the innovative nature of the Screach technology and although our initial relationship is only linked to 1,000 venues, we are looking forward to developing our relationship into the future”, he added.

Robert Rawlinson, CEO of Screach, said: “We’re delighted to announce Betway as our first strategic advertising partner for the launch of the BT Sport Total Screach Lite service. The Betway agreement is good for our customers as it allows us to provide our service completely free of charge for the first 1,000 pubs who sign up.

“With our increasing presence in pubs across the UK we are an attractive advertising option for the gaming sector, and indeed any business which markets to UK adults. We feel we are well placed to become the largest in-venue out of home advertising platform in the UK and look forward to announcing more advertising partnerships in the near future,” he added.