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Posted on 23 November 2023

The Betfred Group streamlines global colleague engagement

3 minute read

About Betfred.

Betfred is one of the largest independent bookmakers in the UK, with 1,350 betting shops and an online business with over 800,000 active customers. As well as the UK, Betfred operate in the US offering play online and in person across ten states and in South Africa they operate 60 betting halls and a state-of-the-art Sportsbook and gaming website.

With 10,000 colleagues across the UK, Gibraltar, USA and South Africa, Betfred set out on a mission to review their approach to Reward and Recognition across the group. A key focus was to expand on their existing platform’s offering and introduce a suite of new colleague benefits which created consistency and demonstrated just how much their teams are valued.

Streamlining engagement globally.

Betfred see their colleagues as their greatest asset, and an ever-expanding workforce meant that they needed to think differently about how Reward and Recognition happens across the Group.

Betfred’s previous colleague reward platform only operated in the UK and while colleague recognition featured on the platform, the mobile app lacked this function. To ensure colleagues are recognised and rewarded for their hard work and innovation, a new, centralised mobile community was conceptualised. This new app includes both an area for rewards and an area for colleague recognition.

Partnering with Rippl in October 2023, Betfred launched the first phase of their all-in-one programme, B-Hive, across the UK and Gibraltar. Phase 2 will reach colleagues in the US and South Africa.


Collaborating closely with the Betfred team and drawing upon colleague feedback across the business, Rippl designed ‘B-Hive’. Branded exclusively to Betfred, the platform is available on decsktops and a mobile app, delivering a bespoke blend of features:

  • Social timeline. Seamlessly streamlining news, updates, activities and recognitions for colleagues to engage, react and comment in an exclusive community where they feel at home.
  • Recognition. Personalised digital recognition cards are delivered at the touch of a button, enabled for both managers and peers to celebrate achievements big and small. Key moments can be recognised privately with a colleague or shared publicly across the business, alongside ‘B-Hive’s clever automations which ensure birthdays and service milestones are never missed.
  • Reward. Managers will soon be able to take recognition to the next level by sending instant digital reward points to individuals or groups. Stored within a digital wallet, colleagues will be able to redeem their points within B-Hive’s catalogue of discounted vouchers to over 700 retail, hospitality, and travel brands.
  • Benefits. A dedicated benefits hub incorporates Betfred’s existing perks and tailored add-ons from Rippl’s extensive Benefits Catalogue, including a 24/7 virtual GP, into ‘B-Hive’ so colleagues have easy access around the clock whatever their location. B-Hive’s flexibility enables Betfred to make sure that colleagues see only the benefits relevant to them, offering a more personalised approach.
  • Polls. ‘B-Hive’s live polling feature amplifies feedback and ideas from all corners of the business.
  • Competitions. Adding another dimension to reward, ‘B-Hive’ delivers competitions and activities to boost team engagement, including a ‘12 Days of Christmas’ campaign.
  • News. Updates and information from across the business are stored in a news hub to keep colleagues informed.
  • Reporting. In-platform live data reports provide real-time insight around programme adoption and engagement, enabling ease of optimisation.

“With a diverse workforce based across a variety of different settings and geographical locations, it was imperative for the Betfred Group to create a more intuitive, easily accessible and community-minded rewards and recognition platform. Thanks to our partners for this project, Rippl, we now have an all-in-one desktop and mobile solution that achieves this goal.” – Nicky Walsh, Group People Director, Betfred

“I’m delighted to launch this new partnership and see the ‘B-Hive’ programme come to life in making a real difference to the people behind Betfred. With a shared vision for meaningfully empowering and valuing their colleagues, it’s fantastic to have Rippl support Betfred in elevating their employee experience to enable positive change. I look forward to seeing its success.” – Chris Brown, Managing Director, Rippl

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