One of the growth plans of the Ireland based Paddy Power is participating in the United States online gambling market as and when it becomes legalized. It has established an entity in that country under the name Paddy Power North America. Chief executive of Paddy Power Patrick Kennedy told the media after his company’s annual general meeting that the American branch is actively talking to potential partners. Paddy Power is showcasing its online gambling expertise and believes that they are better than anyone else in this field. This is the message that they are trying to get across to American enterprises. Kennedy refused to provide names of the companies they are holding discussions with but stated that they would not be left behind rivals like 888.com and Bwin.Party digital entertainment that have already made visible headway.

Eamonn Toland, president of Paddy Power North America, was invited to speak at the 16th Annual East Coast Gaming Congress in Atlantic City this week. He said that the American online gambling market would soon get legalized. It would not matter whether it is done on a federal level or state by state. Either way, land-based operators would be looking to partner with the online operators that have the expertise and Paddy Power has thrown its hat in the ring.

Back at home Paddy Power is reportedly looking out for new ideas for big marketing stunts to increase its brand visibility and expand its customer base. Some of the experiments that it has tried out in the past include the 50 foot Hollywood sign erection in 2010, the Uffington White Horse jockey stunt and a YouTube viral marketing campaign that featured the English football team. A Paddy Power spokesman said, “We don’t have a formal PR agency pitch in progress at the moment. There is, however, a brief going around a few agencies for stunt ideas.”

Recently Paddy Power has got into trouble with the Advertising Standards Authority (ASA) over an advertisement featuring transgender people. The advertisement, which was shown in February ahead of the Cheltenham Festival, stated, “...we’re going to make Ladies’ Day even more exciting by sending in some beautiful transgendered ladies. Spot the stallions from the mares.” The ASA felt that the advertisement trivialized a highly complex issue and depicted a number of common negative stereotypes about transgender people. Paddy Power responded by stating that it did not intend to cause harm or offence and was saddened to learn that some viewers were offended. A Paddy Power spokesman said the company was disappointed with the ASA’s ruling. It believed that the complaints were not genuine but were the result of an organized campaign.