More than $160 million in incremental turnover and a seamless connection between physical and digital customer engagement are just some of the big wins for Tabcorp since kicking off its best-in-class personalisation program.

‘Long may we play’ might have been TAB’s chosen brand platform well before the COVID-19 crisis hit, but it’s become even more salient as the organisation navigates through the unprecedented pandemic.

It was the unsexy digital and back-end challenges of rebranding UBET to TAB, rather than the tranche of customer-facing programs, which proved the bigger deal for the wagering company’s marketing team.

​Aussie has brought on a new head of marketing, Sascha Hunt, who joins fresh from her role as group general manager of marketing at Allianz.

Being bold and doing things differently have paid revenue and audience acquisition dividends for Tabcorp’s Lotteries team after launching one of the group’s largest brand refreshes in several years.

For a long time, Tabcorp could enjoy the kind of complacency former government monopolies often feel entitled to: The luxurious lifestyle of the incumbent. We look at how the changing gambling industry transformed its customer view.