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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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Fair Play Online Casino is the latest brand to join the ever-expanding roster of prestigious operators using Chroma Key Studio technology.
Popular Dutch online casino Fairplaycasino.nl is set to significantly upgrade its live casino experience by introducing Stakelogic Live’s innovative Chroma Key Studio technology with 7 Seat Blackjack.
Thanks to an integration facilitated by Relax Gaming, Fairplaycasino.nl is enhancing its live casino offerings with the Chroma Key 7 Seat Blackjack game. This exciting move is set to transform the live casino experience for site players, promising a fully customised blackjack experience unique to Fairplaycasino.nl.
Chroma Key Studio was launched by Stakelogic Live in 2023, shaking up the industry and changing the live-casino landscape. The studio uses industry-leading green screen technology that allows operators to project their branding onto the table, providing players with an immersive and unique experience.
The 7 Seat Blackjack game will be broadcast live from the Chroma Key studios in the Netherlands, utilising the most cutting-edge streaming technology on the market. The Dutch market, known for its quick adaptation of innovative technologies, has warmly embraced Chroma Key, with Fairplaycasino.nl joining a roster of tier-one operators within the country that is now taking advantage of its thrilling possibilities.
This latest collaboration is another example of Stakelogic’s commitment to providing players in the Dutch market with the most immersive and dynamic live casino gaming available and being at the forefront of development in the wider iGaming industry.
Neil Tanti, Senior Sales Manager at Stakelogic, said: The Dutch market has been so quick to embrace the Chroma Key Studio over the last 12 months, and we are delighted to welcome Fair Play Online Casino to the party. With Chroma Key, we are changing what is possible in the live casino space, bringing brands closer to their customers thanks to its unique customisation possibilities.
Pascal Janshen, at Fair Play Online casino, said: The live casino landscape is fiercely competitive in the Netherlands, and our partnership with industry leader Stakelogic is a game-changer. By adding 7 Seat Blackjack to our live casino games, we are positioning ourselves at the forefront of innovation in the sector, making Fairplaycasino.nl a top choice for live casino enthusiasts in the Netherlands.
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Apparat Gaming regale players with an epic tale of might and magic in Dragonheart – The Nibelung Legends
German developer’s new fantasy-themed slot sees the national hero from the Nibelungen saga clash with a fiery dragon in a rewarding Hold & Spin feature where legendary loot is up for grabs
Having previously plundered the pyramids of ancient Egypt and raced to riches on the autobahns of present-day Germany, this month popular software provider, Apparat Gaming, invites players to follow in the footsteps of the medieval dragonslayer Siegfried in his battle with the dragon Fafnir in Dragonheart – The Nibelung Legends.
Drawing its inspiration from the epic 13th century German poem, Nibelungenlied, this action-packed slot machine with 40-win lines takes players into the first chapter of the Nibelung saga, which is peppered with legendary gold treasures, tricky dwarven kings, a tarnhelm and a story of love, deception and bloody betrayal. After the first part of Apparat Gaming’s The Nibelung Legends centred on the Valkyries, in part 2 the main character of the Nibelung saga, hero Siegfried, and the dragon Fafnir clash dramatically across the reels in the game’s lucrative Hold & Spin bonus round.
A fan-favourite feature found in many other Apparat Gaming slots, the Hold & Spin bonus is triggered whenever three-coin symbols appear during the base game. Unlike other instances of the feature, however, the Hold & Spin game in Dragon Heart – The Nibelung Legends comes with its own unique twist as special Dragon and Hero symbols combine to create even richer rewards.
Dealing with the two characters in order, the Dragon ‘payer’ symbol will breathe life into the reels by adding its stated multiplier value to all coins that are currently in play, while the Hero ‘collector’ will courageously gather up the value of all coins and add them to its own multiplier. At the end of the bonus, the sum of all coins will be multiplied by the current bet and paid out as a prize, but if players successfully fill all 20-reel spaces with coins, they’ll win the 5,000x Grand Bonus instead!
Naturally, those not wishing to wait for the Hold & Spin bonus to trigger automatically from the base game will once again have the option to enter it directly by using the “Buy Feature” button, with this optional extra creating a medium-high volatility slot with maximum RTP potential of 96%.
Martin Frindt, Co-Founder and Chief Product Officer at Apparat Gaming, said: “In Dragon Heart – The Nibelung Legends, the courage of a hero collides with the might of a dragon to create a new multiplier twist on our beloved Hold & Spin feature that now has the power to award monumental wins of up to 5,000x! This huge payout potential combined with the game’s stunning visuals and fantasy theme mean it’s sure to be an epic addition at all casinos that host Apparat Gaming slots.”
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Leading sportsbook enters key region thanks to strategic deal with major operator
Altenar, a leading sportsbook and iGaming software provider, has acquired its first customer in Georgia after securing an agreement to provide its industry-leading sportsbook to online operator, Ambassadoribet.
One of the country’s top players in Georgia’s hospitality industry, Ambassadori’s name is synonymous with luxury and entertainment. The Ambassadori Group owns and operates a VIP casino in their hotel in Tbilisi, with two new casinos rising in Batumi and Kachreti.
The group is not only building an impressive portfolio of land-based casinos but branching out into the iGaming landscape with the launch of its online casino, Ambassadoribet. The brand will now use Altenar’s omnichannel sportsbook solution both online and at its trio of land-based casinos.
The agreement showcases Altenar’s versatility in working with partners on a global scale, with the partnership representing a significant move for the supplier as it makes its first foray into the region.
Alejandro Cazorla, Sales Manager at Altenar, said: “I am excited to announce the launch of our cutting-edge sportsbook in Georgia, in partnership with Ambassadoribet, a renowned resort and casino group. This collaboration represents a considerable expansion of our footprint and underscores our commitment to providing top-tier sports betting experiences to new markets.
“With Ambassadoribet’s esteemed presence and our state-of-the-art platform, we are poised to offer Georgian sports enthusiasts unparalleled access to a wide range of betting opportunities. We look forward to a successful venture and to bringing the thrill of sports betting to Georgia.”
Giorgi Svanidze, CEO at Ambassadoribet, said: “We are delighted to have integrated Altenar’s sportsbook in time for a busy summer of sport, including the Euros. Altenar’s sportsbook solution offers everything we need to grow our brand and we look forward to a long-term partnership.”
The post Altenar makes Georgia debut with Ambassadoribet partnership appeared first on European Gaming Industry News.
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