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CUSTOMER STORY

Engaging & rewarding Betfred's global frontline teams.

Industry: Gaming 

Number of employees: 10,000 

Geography: UK, Gibraltar, USA and South Africa

Objectives: Unifying recognition & reward | Scaling global engagement | Enabling mobile accessibility

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About The Betfred Group.

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 global engagement, recognition and rewards.

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 alongside employee benefit listings. To ensure colleagues are recognised and rewarded for their hard work and innovation, Betfred partnered with Rippl in October 2023 to conceptualise a new, all-in-one mobile community that streamlines dedicated areas for colleague recognition, rewards and benefits alongside wider engagement features.  

Betfred launched the first phase of the B-Hive platform across the UK and Gibraltar, with rollout to their US teams closely following in October 2024 and plans for launch in South Africa in April 2025. 

The B-Hive Platform.

91%

colleague registration rate.

1 in 5

recognitions enhanced with reward.

48.%

active user monthly engagement rate.

50%

less turnover in colleagues who’ve received recognition.

Features.

  • All-in-one engagement app. Branded exclusively to Betfred, B-Hive is available on desktops and mobile, hosted in the App Store and on Google Play, placing engagement in colleagues’ pockets across the globe. 
  • 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 no service milestones are missed. 
  • Reward. Managers have been 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 global catalogue of discounted vouchers to over 670 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, discounted healthcare cash plan and discounted days out 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. 

Year 1 Success.

  • 91% colleague registration rate. 
  • 48.5% of colleagues log in at least 4 times per month. 
  • 264,200+ platform views. 
  • 4,270+ recognitions delivered. 
  • £125,600+ distributed in rewards. 
  • 1 in 5 recognitions have been enhanced with reward. 
  • 74,670+ views of B-Hive’s benefits hub. 
  • 1,050+ employee long service anniversaries celebrated. 
  • 49,500+ social timeline post interactions. 
  • 110+ news articles shared. 
  • 10,450+ poll responses. 
  • Colleagues receiving recognition via B-Hive are 50% less likely to leave the organisation. 

Multi award-winning engagement. 

The B-Hive platform has contributed to Betfred securing exceptional recognition in multiple industry awards across 2024, recognising its commitment to delivering an outstanding employee experience: 

It’s been a fantastic year on B-Hive. The platform has provided a true one-stop shop that’s flexible enough to meet our needs. Not only do we have our Reward & Benefit information all in one place making it easy for colleagues to see what they have access to, but we’ve brought colleague recognition to the forefront and made it visible to everyone, emphasising the celebrations. We’re looking forward to building on this in 2025.

AMELIA BILLINGTON, GROUP HEAD OF REWARD & ENGAGEMENT

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Looking to improve feedback loops across the business, The Wine Society extended their ‘Cheers’ platform with the launch of its survey feature to amplify voices at every level whilst streamlining manual processes behind collating and reporting on colleague insights.

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Wanting to evolve their People experience with the needs of their teams, Asda needed to alleviate manual feedback and idea collation processes and centralise their separately hosted employee benefits, expanding the ‘Asda Stars’ platform to achieve just this.

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CONNECT. INSPIRE. REWARD.

Discover Rippl in real-time.

Curious to find out more? Schedule your exclusive demo instantly and in a 30-minute slot that suits you, we’ll walk through:

  • How Rippl can be tailored to your unique business geography, needs and culture
  • Our extensive platform feature suite including multi-level recognition, dynamic reward options, our benefits dashboard and wider engagement features
  • Desktop and mobile app customisation and branding capability
  • Real-time data and analytics reporting that drive strategic decisions
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FAQs.

Your questions, answered.

Rippl supports HR managers to connect their workforce – wherever they are based – in one, centralised app, ensuring engagement for all without relying on corporate devices. We bring your business culture to life with values-based recognition and reward, elevating your company values from words into meaningful actions. By streamlining typically manual processes behind reward distribution, milestone recognitions and employee feedback, we save your team time and improve efficiency. Plus, with tailored benefits and real-time data insights, we help you elevate and measure your employer brand.

Through a unique blend of automating milestone recognitions, simplifying reward and feedback processes, and streamlining employee benefits, all in one platform, we maximise programme efficiency and impact for HR teams by removing the manual, time-consuming tasks on your to-do list.

Whether your people are office-based, work remotely or operate in a deskless or frontline role, Rippl connects and engages everyone, all under one roof. For desk-based colleagues, Rippl can be accessed on desktop, whereas remote or deskless teams have the option to use their smartphones – no corporate device or login required.

Rippl’s dedicated reporting hub enables live tracking of programme adoption and engagement including how your teams are interacting with each of your platform features, as well as other metrics including turnover rates for engaged and non-engaged users. Plus, with Rippl’s Feedback and Survey features, you can gather a more in-depth picture of what’s working well and ideas for future programme elements.

Yes! Our expert team is here to support with everything from platform launch to everyday comms, with different package options for our customers to choose from and tailor depending on your internal resource and requirements.