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Virgin on success: how to compete as a challenger brand in the UK market

Having been co-founded by Richard Branson more than five decades ago, Virgin is one of the most recognisable consumer brands around – but is carrying this iconic logo enough for a bookmaker to compete in the crowded UK market? For sportsbook director James McKay, Virgin Bet can be far more than a so-called challenger brand

To be a challenger sportsbook in a UK gambling market packed with household names and major operators merging to create conglomerates capable of domestic domination is not an enviable mission. Virgin Bet, one of the two sportsbook operations owned by media outfit LiveScore Group, is taking on that task, and leading the charge is industry…

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