Last month Facebook announced that it was relaxing the rules in relation to online gambling companies to advertise on the social media site. An article by NewMediaAge claims that Betfair claims to be increasing its investment on the site to further engage with fans.

Betfair has already launched a campaign to take advantage of the opportunities posed by the withdrawal of certain constraints and plans to invest further. Prior to last month there was a limit to the number of posts that could be made each week and the requirement to get approval from Facebook in relation to updates. Now there are no limits nor approval needed.

Betfair is using high-profile ambassadors in marketing campaigns this year which include former England cricketer Michael Vaughn and ex-footballer Lee Dixon. The ambassadors will help run the Facebook pages and in addition there will be a paid advertising campaign.

The head of central online marketing, Ben Carter, claimed that he was among a group of gambling brands working with Facebook following the changes to the media site regulations.

“There is loads of opportunity for us and it is what we have been waiting for long time,” he said. “We had a page for a while but we have been limited by not being able to build the engagement or content. We will certainly increase spend but we will work with Facebook to understand what it means for gambling brands. The way to use advertising cleverly is influenced by social data, but these are disconnected at the moment.”

Online gaming companies can now also launch free-to-play applications on the social media site which Betfair plans to experiment with.