Repositioning as a mischievous entertainment brand generated £498m incremental gaming yield for Paddy Power.
In 2022, Paddy Power’s growth was threatened by declining interest in horse racing and fierce promotional competition. To attract a younger, entertainment-driven audience and expand into higher-growth categories, the brand shifted from a traditional bookmaker to a mischievous entertainment brand, focusing on engaging, culturally relevant campaigns.
This case presents evidence that this repositioning built stronger emotional connections and broadened the brand’s appeal across sports and gaming. It estimates that by 2025, Paddy Power’s market share grew from 8.2% to 10.8%, generating £498 million in incremental Gross Gaming Yield (GGY).