The unveiling of Betfair’s new brand platform
Betfair, a well-known online sports betting operator and a subsidiary of Flutter Entertainment, has launched a new brand positioning and platform in conjunction with Pablo, a creative agency.
The new platform, dubbed “Play Different,” is the result of considerable customer data acquired through a multi-part study. This study sought to assess key motives, market drivers, and brand linkages. ‘Play Different’ honors those who challenge the existing quo and embrace unconventional thinking, embracing the spirit of Betfair’s pioneering tradition in the sports betting sector.
Betfair has led the way in betting sector innovation since its inception in 2000. The brand’s commitment to doing things differently is demonstrated by groundbreaking products such as the Betfair Exchange, which allowed clients to establish their own odds for the first time. Betfair has pushed the boundaries over the years with products such as ‘In-Play’, ‘Cash Out’, ‘Price Rush’, ‘Acca Edge’, and ’90-Minute Payout’, which provide clients with a unique and dynamic betting experience.
Betfair now provides one of the most extensive and diversified betting experiences on the market, including both a sportsbook and an exchange. The brand encourages bettors to take control of their gaming experience by providing additional alternatives and ways to play securely.
The debut of the ‘Play Different’ campaign
The ‘Play Different’ platform will be launched with a through-the-line promotion during the UEFA Euros event. The campaign includes a one-of-a-kind commercial that deviates from standard betting ad norms by featuring viral trick shot sensations in a colorful sports venue. The commercial emphasizes the notion, “There is more than one way to play.” ‘Betfair, Play Different’ is accompanied with an original tune by Duncan Hamilton.
Richard Hayward, Betfair’s Managing Director, expressed satisfaction in the new campaign, stating that it appeals to clients who value playing differently. The introduction of ‘Play Different’ is the start of an exciting journey for the brand.
Celebrating Innovation & Creativity
The TV commercial is part of a bigger campaign that includes OOH, radio, social media, and digital elements developed in conjunction with Flutter Creative. The campaign intends to highlight Betfair’s commitment to innovation and originality, with a particular emphasis on providing clients with a one-of-a-kind betting experience.
Betfair intends to launch other campaigns and activations in the future, including one for Safer Gambling and Racing. The brand remains committed to encouraging responsible gambling and improving the entire betting experience for its customers.
The launch of the ‘Play Different’ platform and campaign demonstrates Betfair’s dedication to breaking conventions and providing clients with a truly distinctive and engaging betting experience.