The re-branding exercise coincided with a complete overhaul of functionality and was as a direct response to customer feedback and future gaming requirements of the brand.
From the moment a user logs onto the site they are presented with clean and simple graphics that allows for faster bet placement. The new promotions page also allows the customer to see what the best promotions are depending on which sport or game they are interested in.
Blue Square, which launched on May 1999, was a wholly owned subsidiary of ICAP until January 2003 when it was acquired by The Rank Group, one of the UK\’s leading leisure and entertainment companies.
The product suite offered by Blue Square has grown from its traditional sports bookmaking business to now offer one of the largest interactive betting services in the UK covering different channels such as the Internet, Interactive TV, WAP and telephone.
Calculators
