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Betfair celebrates trailblazing heritage with new brand platform that empowers customers to make the game their own

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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.

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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.

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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.”

The post Betfair celebrates trailblazing heritage with new brand platform that empowers customers to make the game their own appeared first on European Gaming Industry News.

eSports

HAWKS TALON GC SET FOR THE TICKET ON JUNE 18 FOR CHANCE TO ENTER NBA 2K LEAGUE 5V5 PLAYOFFS

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Hawks Talon GC first game of THE TICKET will be Tuesday at 6:00 p.m. against Nets GC

Hawks Talon GC, the official NBA 2K League affiliate of the Atlanta Hawks, will begin play in the TICKET on Tuesday night against No. 5 Nets GC at 6:00 p.m.

Like the STEAL during the 3v3 portion of the season, the last-chance, single-elimination 5v5 tournament includes all 15 NBA 2K League teams that did not clinch a spot in the 5v5 playoffs. The final two teams in the TICKET will earn a spot in the 5v5 playoffs beginning June 26, with the winner of the playoffs receiving a winner-take-all cash prize. The full bracket can be found here.

“It’s going to be a really intense tournament,” said Hawks Talon GC point guard Christopher “Duck” Charles. “Every team has their back against the wall fighting to extend the season, but we’re equipped and have the right talent and roster to go out and win these types of games.”

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Hawks Talon finished 6-6 and collected 60 points through the TIPOFF and TURN, earning 30 points in the TIPOFF and 30 points in the TURN to earn the No. 4 seed heading into the TICKET.

Should the Talon win their first game, they would play the winner of No. 1 Knicks Gaming and No. 8 Hornets Venom GT the same night at 8:00 p.m. If the Talon win both games, they will advance to the final day of the TICKET on June 22, which will be on stage at District E Gaming in Washington, D.C. All games can be followed on the NBA 2K League’s Twitch and YouTube channels.

To stay up to date on Hawks Talon Gaming Club, visit HawksTalonGC.gg and follow the team’s social channels on Twitter, Instagram and Facebook.

 

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Latest News

Digitain And SoftGamings Expand Partnership

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Digitain has expanded its partnership with SoftGamings through the integration of Virtual Sports.

Digitain, a global leader in Sportsbook and iGaming solutions, has expanded its partnership agreement with SoftGamings in order to include integration of Digitain’s In-House virtual sports products.

Through product expansion, SoftGamings is granted access to Digitain’s In-House Virtual Sports of Virtual Football, European Cup, Horse Racing, Greyhound Racing and more, with a new match/event every 2 minutes, 20,000+ daily events, 150+ betting markets, and 10+ extra markets.

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The product has been developed through the use of the latest cutting-edge technology to give players the feeling of authentic sports, with unique betting markets to drive player engagement, cross-sports betting within events, as well as revenue opportunities.

Ani Mkrtchyan, Digitain’s Chief Sales Officer, said: “SoftGamings is a highly respected platform provider in the iGaming industry. We are delighted to expand our partnership with SoftGamings in order to provide Digitain’s In-House Virtual Sports. Our virtual games portfolio continues to grow and will be available to more operators and their players via the SoftGamings platform.”

Anna Kiselova, Head of Partnerships at SoftGamings, commented: “As a platform provider in the iGaming industry, our company has entered into a strategically important partnership with Digitain. The games of the leading gambling platform provider for online casinos and Sportsbooks are now available for seamless integration through the unique API platform of SoftGamings.

In the future, we plan to expand our existing agreement with Digitain by adding their new products to our offerings as well. We strive to provide solutions of the highest quality and are excited to enrich the gaming portfolio for our clients.”

The post Digitain And SoftGamings Expand Partnership appeared first on European Gaming Industry News.

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Eastern Europe

EGT Digital in a “winning” partnership with Winner

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EGT Digital’s titles keep on expanding their presence in Romania. The popular winner.ro is the next betting site, where the top games from Clover Chance, Bell Link, High Cash and Single Progressive Jackpot are at the disposal of the local players.

Tsvetomira Drumeva, Head of Sales at EGT Digital, shared her impressions on the partnership: “We would like to thank Winner for adding our gaming content to their portfolio. I believe that we have launched a truly “win-win” partnership for the two parties, which will strengthen both our and their strong positions in the Romanian market.”

Panos Kritikakis, Head of Casino at Winner, said: “As a trustworthy and innovative operator established in the Romanian market, we are very happy with the performance of EGT Digital’s slots and looking forward to offering to our customers the upcoming titles from the Bulgarian provider”.

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The post EGT Digital in a “winning” partnership with Winner appeared first on European Gaming Industry News.

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