Betting on a winner at Ad Week

Initiatives like Sun Bets will help reduce News UK’s dependency on advertising revenues, our new betting and gaming chief told Ad Week Europe on Wednesday.

News UK’s newly-appointed director of betting and gaming David Robinson told a packed session at the London event that propositions such as Dream Team and Sun Bets will reduce News UK’s dependency on advertising to ensure a long-term sustainable future for our journalism.

The gaming ace explained Dream Team’s business model, including partnerships through branded content, increasing reach through key influencers and in game purchases from adding new leagues and live scoring. The game aims to ‘fuel football banter’ and be a conversation starter in the pub, while creating sharable content that includes quizzes, short videos and Inbetweeners star James Buckley’s Dream Team Podcast.

Dream Team boasts an impressive 2.3 million players, with the Facebook page receiving more than five million unique views per month.

With Sun readers making up an impressive 50 per cent of bettors in the UK, Sun Bets is the latest idea to monetise Sun content. The venture will be launching later this year.