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Betfair celebrates trailblazing heritage with new brand platform that empowers customers to make the game their own
Betfair, one of the world’s largest international online sports betting providers and part of the world’s biggest entertainment company, Flutter, has launched a new brand positioning and brand platform developed with their creative agency partner, Pablo.
The new platform ‘Play Different’ was born out of customer insights gathered as part of a multi-part study that measured components such as key motivations and drivers in the market and brand associations. It celebrates those who challenge the status quo and embrace unconventional thinking – something that in the world of sport is championed and celebrated and resonates well with customers. It is rooted in Betfair’s heritage as the original trailblazer in the category who were born from unconventional thinking and transformed the sports betting industry. Since its inception in 2000, Betfair has pushed the betting industry forward, always doing things differently, and finding ways for betting to be driven and owned by the bettors. This all started with the birth of the Betfair Exchange, shunning traditional bookmakers with its revolutionary invention, which offered customers a way to set their own odds for the very first time. Betfair’s ground-breaking heritage remains and they have continued to up the ante with first-to-market product innovations including ‘In-Play’, ‘Cash Out’, ‘Price Rush’, ‘Acca Edge’ and ‘90-Minute Payout’.
Betfair now has the richest and most varied betting experience on the market, across a Sportsbook and an Exchange and today, when bettors are looking for a way to get the edge and have more control, Betfair enables bettors to make the game their own, constantly improving the experience by empowering their players with more choice, more options and more ways to safely play – so they can play the game, the way they want.
Play Different debuts with a through-the-line campaign which launches at the pinnacle of this year’s sporting calendar, the UEFA Euros tournament. The campaign comes to life via a one-of-a-kind commercial that is designed to break away from the traditional betting ad conventions, harnessing the roguish charm and contagious creativity of viral trick shot sensations.
Set against the backdrop of a vibrant yellow sports arena, the commercial features a dynamic troupe of skillsters finding new ways to play and delivering jaw dropping feats – from backflip bicycle kicks to somersault slam dunks, they effortlessly pass the ball in a mesmerising sequence. Filmed by over 28 live cameras, the captivating spectacle showcases real sport trick shots untouched by visual effects, leaving audiences questioning: ‘Did they really just pull that off?” The voiceover declares ‘There’s more than one way to play. Betfair, Play Different,’ to the backdrop of an original composition by Duncan Hamilton.
Richard Hayward, Managing Director, Betfair said: “We’re incredibly proud of our latest campaign with Pablo. We embarked on this project, looking to create a positioning that truly resonated with our customers. Our customers love to play different and use Betfair to do so, it was a natural fit. The Euros is a busy period for customers, so we wanted to lead with a stand-out campaign that feels different from the category. We’re excited to see the new platform launch and the future ahead, this is just the beginning”
The TVC is complemented by OOH, radio, social media and digital activity that has been created in collaboration with Flutter Creative, plus a stream of content and advice from Betfair’s experts and pundits throughout the Euros tournament – all under the umbrella ‘Play Different, it’s what we do’.
The spot was directed by ManVsMachine through Friend London, with post-production and sound from Rascal.
The launch will be followed by subsequent campaigns and activations including a Safer Gambling and Racing campaign.
Tim Snape, Executive Creative Director at Pablo said: “When creating a new brand platform for Betfair, we knew it needed to be something extra special. Something that championed their trailblazing heritage and celebrated how they ripped up the rule book back in 2000 as the original category disruptor. The ‘Play Different’ platform perfectly embodies this challenger spirit and our launch campaign for the Euros is no different. For the centrepiece TVC, we brought together our own super squad of game changers to help us assemble 7 challenging trick shots together to pull off one mega trick shot. The challenge here was to join 7 individual trick shots into one never attempted before super trick shot. It’s fair to say, to create this new campaign we’ve embodied and lived up to Betfair’s ‘Play Different’ spirit; starting with the concept, and all the way through the production, we’ve challenged ourselves and our partners to create something distinctly different.”
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Premium Online Sports Betting and Gaming Brand Betano Joins Forces with Football Giant FC Bayern in a Landmark Three-Year Agreement
FC Bayern, the 34-time champions of Germany and six-time champions of Europe, has entered a three-year partnership with Betano, the leading international online sports betting and gaming brand owned by Kaizen Gaming. This strategic alliance designates Betano as an Official Partner of FC Bayern starting from the 2025-26 season and extending until the 2027-28 season.
Michael Diederich, FC Bayern Executive Vice Chairman commented: “We are delighted to have Betano as a new Official Partner of FC Bayern. Betano stands out as a global market leader in its field – highly innovative and always pushing forward – qualities that we hold in high regard and also claim for ourselves. With Betano at our side we have gained another reliable partner to help us reach our growth objectives and continue to strengthen our innovative edge”.
George Daskalakis, Kaizen Gaming CEO, stated: “Today marks an exciting new chapter for Kaizen Gaming and Betano, as we proudly join forces with FC Bayern. When we first set out on our journey, we could only dream of partnering with one of the most iconic clubs in world football. They stand at the top of the game and this partnership reflects just how far we have come as a company, with Betano now recognized among the top online gaming and betting brands worldwide”.
Julio Iglesias, Kaizen Gaming Chief Commercial Officer added: “Germany has always been one of the most important markets for us, the second where Betano ever launched. Now, we are announcing our biggest partnership in the country and we double down on our commitment to creating innovative, safe and responsible gaming experiences for German fans. Of course, FC Bayern exceeds the borders of Germany, with millions of fans across the world. As Betano expands its international footprint, this partnership empowers us to connect with people globally”.
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The post Uncover Ancient Riches in Ra’s Relics Bonanza™ from Booming Games appeared first on European Gaming Industry News.
Pioneering platform solutions provider smashes previous personal best by adding award-winning slot developer to the Elantil Marketplace in well under two hours
They say lightning never strikes, but Elantil continues to prove this old adage wrong by completing even speedier integrations in its online marketplace – and this month’s addition of AvatarUX Studios has smashed the company’s previous record of two hours!
An award-winning slot developer famed for its visually-striking content and unique products, AvatarUX Studios is widely known in the iGaming industry for its innovative proprietary mechanics, including the popular PopWinsTM, as well as many other engaging features like ZapReelTM and Fortune Arrows.
Following this important strategic partnership, AvatarUX Studios’ acclaimed portfolio of content has now been added to Elantil’s Marketplace, giving the company’s customers an even wider range of gaming options to choose from – and all at cost-effective rates with terms they set themselves.
As Elantil merely facilitates the quick and easy pairing of operators with their preferred content suppliers, businesses are free to reach out to Marketplace partners directly and form their own agreements, with Elantil then wrapping things up by providing a hassle-free, one-click integration, with no revenue sharing.
In this way, operators can scale at pace and dynamically enhance the range of services they provide, while also staying in full control of their platforms and operating the way that works best for them.
John Debono, Chief Technical Officer at Elantil, said: “As speed is so often the name of the game in this industry, we’re incredibly proud to have smashed our personal best by integrating AvatarUX Studios in under two hours. With the developer’s acclaimed range of titles and award-winning mechanics now available to partners, they’ll be able to enjoy the full benefit even faster!”
Lara Falzon, CEO at AvatarUX Studios, said: “Having blazed a path in the industry with our proprietary mechanics and innovative features, we’re delighted to be able to offer our content to new operators via Elantil’s Marketplace – and the fact we completed our integration in a matter of hours shows just how quickly we’ll be able to transform their line-ups for the better.”
The post Elantil sets new company record with super-fast AvatarUX integration appeared first on European Gaming Industry News.
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