Flutter Entertainment-owned operator Betfair has launched a new brand platform in the UK ahead of a busy summer of sport.
The Play Different platform is focused on Betfair's products such as in-play betting, cash out functionalities and Acca Edge.
Play Different will debut with a through-the-line campaign which begins at the start of UEFA Euro 2024 later this month.
The commercial is designed to “break away from the traditional betting ad conventions,” Betfair said, by featuring a set of football players exhibiting their skills to the backdrop of a yellow sports arena.
A voiceover says: “'There’s more than one way to play. Betfair, Play Different.’”
Betfair’s managing director Richard Hayward said the campaign, rolled out in partnership with the operator’s creative agency partner Pablo, was a “natural fit” for the company’s brand positioning with customers.
“The Euros is a busy period for customers, so we wanted to lead with a standout 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 campaign will be boosted by social media, radio and digital promotional activity created in collaboration with Flutter Creative.
