Sports Betting: Betking Goes Grassroot With Tactical Deployment of Keke Branding

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Without mincing words, sports betting, today, has become a big business in Nigeria. In the last four years or more, the Nigerian sports betting and gaming industry has grown astronomically that it has become a trending issue among Nigerians, especially the unemployed youths, not just in major cities, but also in the hinterlands, as they see the trend as a new way of making ends meet.

Today, some of the betting brands around include Naijabet, Nairabet, Betway, Bet9ja, Sportybet, Lionsbet, Merrybet, Surebet247, Betfarm, Betland, 1960bet, Betking, BetBonanza, 9japredict, Lovingbet, Winnersgoldenbet, Bet365naija, Championsbet, Saharabet, Marsleisure, 360bet, Superiorbet, UBCbet, Nairastake, Betdey, R & S Bet and Naijagaming among others. More betting sites listed here.

Interestingly, almost all the betting firms engage in one form of advertising or the other, but one can cite the example of BetKing that has employed a unique way in getting a large chunk of patronage among sports betting fans by getting closer to them, the grassroots. The unique way the brand has been involved in reaching more customers is what is known as commercial tricycles, popularly called Keke Marwa or Keke NAPEP branding.

It is believed that a large chunk of potential customers belongs to the hinterlands, in other words, the grassroots. Investigations have shown that while the use of TV ads, newspapers, radio and other forms of advertising have been used maximally by most of the betting firms, the expected results might not be achieved as a result of one constraint or the other, but in the case of BetKing’s innovation, is seen as a very memorable way in spreading its message to the grassroots.

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Going to the grassroots with the tactical deployment of the branding of Keke Marwas, BetKing is not just beautifying the tricycles, making them sight to behold, but it is basically because it realised among other things that Keke Marwas are boarded on a daily basis by the middle and lower classes of the society, who are more than 80 percent of Nigerian populace.

Also known as transit ads, the brand’s initiative is expected to go a long way in giving it excellent brand recognition as these types of advertisements are seen everywhere daily and making it’s offering hard to forget.

Interactions with a group of professionals, they opined that the Keke Marwa branding embarked upon by BetKing is quite innovative because it will go a long way in grabbing instant attention.

‘’Unlike the usual and monotonous yellow colour, which most of the Keke Marwas come with, the BetKing branded Keke Marwas are attractive to behold as it makes them stand out from other Keke Marwas on the road.

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“Passing drivers and passengers will not pay a great deal of attention to plain yellow van whilst on the road, but they will notice a well-designed vehicle wrap. Colourful vehicle wraps are so engaging that peoples’ eyes will naturally gravitate towards them.

‘’The immediate result of the BetKing branded Marwas would no doubt be reaching a wider audience than the usual radio, television, social media ad or even the stationary outdoor billboards.

“Depending on whether you have one vehicle or a fleet, and how far you travel, you could potentially reach tens of thousands of viewers per month – all of which may need your products or services! You can reach a larger audience with a vehicle wrap than almost any other form of advertising; a business which uses vehicle wraps gain more customers from their vehicle wraps than their websites.

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“Potential customers can easily spot your message without significant distraction from what they’re doing. Customers respond better to advertising that doesn’t take an ‘in-your-face’ approach, and surprisingly even the more colourful vehicle wraps do not do this. Many people actually enjoy the striking effect of a vibrant vehicle wrap, without feeling negative towards the advertising,” they said.

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Apparently, Bet9ja has over the years deployed strategies in sustaining its leadership position in the hinterlands but with the tactical deployment by BetKing recently, it shows that more competitive engagements should be expected from these two players at the grassroots.

However, it is not certain if BetKing would be able to sustain this Keke tactical deployment in order to own the space and interact with the grassroots because it is understandable that the use of tricycle for advert comes with certain informal rigours. Though there have been some indications that many other betting companies are already eyeing the same strategy.

During the launch of BetKing in 2018 in Lagos, the CEO Byron Petzer’s had promised to change the face of sports betting in Nigeria, and less than two years, the promise is being fulfilled as BetKing impressions are seen everywhere.

Sharing his experience on the branding of the Keke Marwa in Lagos, a rider, Michael Jegede said he is happy seeing his Keke branded with the BetKing advert.

“We were approached by BetKing to brand our ‘’Keke’’ (tricycle). Though it came with few incentives, I believe this initiative has driven more people to the betting platform. More people are beginning to embrace BetKing, especially in our park at Ikeja.’’

Afeez Oresanya said, “If you look around our park here in Abule Egba you will see that majority of the tricycles in this park are carrying BetKing advert. BetKing is the latest betting site in town, majority of our guys here have switched to it.’’

On his own part, Olurotimi Olasupo said, “I got this BetKing ‘’Keke’’ advert cover from our chairman in the company of some people from BetKing. They came recently to distribute them to us and we find it so interesting.

“Though I was not used to playing any sports betting when BetKing people came to talk us about the importance of playing BetKing, I realised that I have been missing a lot.’’

But the question that might be begging for answer is that, could this dare by BetKing be a battle line with other sports betting firms including Bet9ja in an aggressive fight for the grassroots? Let us keep our fingers crossed as we expect the battle to be very interesting.


This article appeared first on Brand Crunch

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Sports Betting: Betking Goes Grassroot With Tactical Deployment of Keke Branding - Brand SpurSports Betting: Betking Goes Grassroot With Tactical Deployment of Keke Branding - Brand Spur

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Sports Betting: Betking Goes Grassroot With Tactical Deployment of Keke Branding - Brand SpurSports Betting: Betking Goes Grassroot With Tactical Deployment of Keke Branding - Brand Spur

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Spackman Entertainment Group’s Upcoming Musical Film THE BOX, Starring EXO’s Chanyeol, Scheduled To Be Released In The Spring Of 2021

  • Following the art film STONE SKIPPING, THE BOX is the next film production of the Company's wholly‐owned indirect subsidiary, Studio Take, founded by veteran movie producer, Mr. Song Dae‐chan
  • THE BOX will be EXO's Chanyeol's first lead acting role in a film
  • Directed by Yang Jung Woong, the Executive Producer of the 2018 PyeongChang Winter Olympics opening and closing ceremonies, THE BOX is set to be screened in Korea in the spring of 2021
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SINGAPORE - Media OutReach - 3 March 2021 - Spackman Entertainment Group Limited ("Spackman Entertainment Group" or the "Company" and together with its subsidiaries, the "Group"), one of Korea's leading entertainment production groups, wishes to announce that its upcoming musical film THE BOX, produced by the Company's indirect wholly-owned subsidiary, Studio Take Co., Ltd. ("Studio Take"), is set to be released in Korea in the spring of 2021.

Following the art film STONE SKIPPING, THE BOX is the next film production of Studio Take, which was founded by veteran movie producer, Mr. Song Dae‐chan.

THE BOX is about the musical journey of an aspiring singer and a once popular producer.

Directed by Yang Jung Woong, the Executive Producer of the 2018 PyeongChang Winter Olympics opening and closing ceremonies, THE BOX stars EXO's Chanyeol who plays the aspiring singer and Jo Dal Hwan who acts as the once popular producer. This is Chanyeol's first lead role for a Korean commercial film. Jo Dal Hwan is known for his role in SECRET HEALER (2016), TRAFFICKERS (2012) and THE CON ARTISTS (2014).

About Spackman Entertainment Group Limited

Spackman Entertainment Group Limited ("SEGL" or the "Company"), and together with its subsidiaries, (the "Group"), founded in 2011 by Charles Spackman, is one of Korea's leading entertainment production groups. SEGL is primarily engaged in the independent development, production, presentation, and financing of theatrical motion pictures in Korea. According to Variety, Korea was the world's fourth largest box office market in 2019, behind only North America, China and Japan.

The Group also invests into and produces Korean television dramas. In addition to our content business, we also own equity stakes in entertainment-related companies and film funds that can financially and strategically complement our existing core operations. SEGL is listed on the Catalist of the Singapore Exchange Securities Trading Limited under the ticker 40E.

Production Labels

SEGL's wholly-owned Zip Cinema Co., Ltd. ("Zip Cinema") is one of the most recognised film production labels in Korea and has originated and produced some of Korea's most commercially successful theatrical films, consecutively producing 10 profitable movies since 2009 representing an industry leading track record. Recent theatrical releases of Zip Cinema's motion pictures include some of Korea's highest grossing and award-winning films such as CRAZY ROMANCE (2019), DEFAULT (2018), MASTER (2016), THE PRIESTS (2015), COLD EYES (2013), and ALL ABOUT MY WIFE (2012). For more information on Zip Cinema, do visit

SEGL also owns Novus Mediacorp Co., Ltd. ("Novus Mediacorp"), an investor, presenter, and/or post-theatrical distributor for a total of 79 films (58 Korean and 21 foreign) including ROSE OF BETRAYAL, THE OUTLAWS and SECRETLY, GREATLY, which was one of the biggest box office hits of 2013 starring Kim Soo-hyun of MY LOVE FROM THE STARS, as well as FRIEND 2: THE GREAT LEGACY. In 2012, Novus Mediacorp was also the post-theatrical rights distributor of ALL ABOUT MY WIFE, a top-grossing romantic comedy produced by Zip Cinema. In 2018, THE OUTLAWS, co-presented by Novus Mediacorp broke the all-time highest Video On Demand ("VOD") sales records in Korea. For more information on Novus Mediacorp, do visit

The Company owns a 100% equity interest in Simplex Films Limited ("Simplex Films") which is an early stage film production firm. The maiden film of Simplex Films, JESTERS: THE GAME CHANGERS (2019), was released in Korea on 21 August 2019. Simplex Films has several line-up of films including A BOLT FROM THE BLUE (working title).

The Company owns a 100% equity interest in Take Pictures Pte. Ltd. ("Take Pictures") which produced STONE SKIPPING (2020) and shall release THE BOX and GUARDIAN (working title) in 2021 tentatively.

The Company owns a 100% equity interest in Greenlight Content Limited ("Greenlight Content") which is mainly involved in the business of investing into dramas and movies, as well as providing consulting services for the production of Korean content. Through the acquisition of Greenlight Content, the Group's first co-produced drama, MY SECRET TERRIUS, starring top Korean star, So Ji Sub, achieved #1 in drama viewership ratings for its time slot and recorded double digits for its highest viewership ratings. Greenlight Content was one of the main investors of MY SECRET TERRIUS.

The Company owns a 20% equity interest in The Makers Studio Co. Ltd., which plans to produce and release four upcoming films, the first of which will be THE ISLAND OF THE GHOST'S WAIL, a comedy horror film.

Our films are theatrically distributed and released in Korea and overseas markets, as well as for subsequent post-theatrical worldwide release in other forms of media, including online streaming, cable TV, broadcast TV, IPTV, video-on-demand, and home video/DVD, etc. We release all of our motion pictures into wide-theatrical exhibition initially in Korea, and then in overseas and ancillary markets.

Talent Representation

The Company holds an effective shareholding interest of 43.88% in Spackman Media Group Limited ("SMGL"). SMGL, a company incorporated in Hong Kong, together with its subsidiaries, is collectively one of the largest entertainment talent agencies in Korea in terms of the number of artists under management, including some of the top names in the Korean entertainment industry. SMGL operates its talent management business through renowned agencies such as MSteam Entertainment Co., Ltd. (Son Ye-jin, Lee Min-jung, Ko Sung-hee), UAA&CO Inc. (Song Hye-kyo, Yoo Ah-in, Park Hyung-sik), Fiftyone K Inc. (So Ji Sub, Ok Taec-yeon), SBD Entertainment Inc. (Son Suk-ku), and Kook Entertainment Co., Ltd. (Kim Sang-kyung, Kim Ji-young). Through these full-service talent agencies in Korea, SMGL represents and guides the professional careers of a leading roster of award-winning actors/actresses in the practice areas of motion pictures, television, commercial endorsements, and branded entertainment. SMGL leverages its unparalleled portfolio of artists as a platform to develop, produce, finance and own the highest quality of entertainment content projects, including theatrical motion pictures, variety shows and TV dramas. This platform also creates and derives opportunities for SMGL to make strategic investments in development stage businesses that can collaborate with SMGL artists. SMGL is an associated company of the Company.

The Company owns a 100% equity interest in Constellation Agency Pte. Ltd. ("Constellation Agency"). Constellation Agency, which owns The P Factory Co., Ltd. ("The P Factory") and Platform Media Group Co., Ltd. ("PMG"), is primarily involved in the business of overseas agency for Korean artists venturing into the overseas market. The P Factory is an innovative marketing solutions provider specializing in event and branded content production. PMG is a talent management agency which represents and manages the careers of major artists in film, television, commercial endorsements and branded entertainment.

Strategic Businesses

The Company owns a 100% equity interest in Frame Pictures Co., Ltd. ("Frame Pictures"). Frame Pictures is a leader in the movie/drama equipment leasing business in Korea. Established in 2014, Frame Pictures has worked with over 25 top directors and provided the camera and lighting equipment for some of Korea's most notable drama and movie projects including ITAEWON CLASS (2020), HOW TO BUY A FRIEND (2020), KIM JI-YOUNG, BORN 1982 (2019), FOUR MEN (2019) and ASADAL CHRONICLES (2019).

We also operate a café-lounge called Upper West, in the Gangnam district of Seoul and own a professional photography studio, noon pictures Co., Ltd.

For more details, do visit

Sports Betting: Betking Goes Grassroot With Tactical Deployment of Keke Branding - Brand Spur
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