Topic
- Artificial Intelligence
Betway, a leading global online betting and gaming brand, partnered with full-service agency Deutsch New York on its first U.S. marketing campaign, “For the Sport of It”. In the U.S Betway is powered by Digital Gaming Corporation, a division of Super Group (SGHC) Limited. The campaign immerses fans directly into their favorite games by placing bettors right in the thick of the action.
The 50-second spot, which coincided with the state of Ohio opening its sports betting category, spotlights how spectators live the game, paying close attention and on the edge of their seats or glued to their phone screens and exuding passionate emotions as a result of every play. The spot explores how it’s not so much about the cash prize, but the sense of community that betting builds around the game that attracts fans.
“We wanted to introduce Betway in a way that speaks directly to sports fans in the US and understands there is a story behind every bet,” said Syd Harris, Director of Brand & Content for Digital Gaming Corporation, USA. “We are fans just like our customers and are excited that this campaign places them in the heart of the game.”
“When we bet on a game, we become fully invested in it. We’re no longer simply watching to see who wins or loses, we’re suddenly our own player–betting is another way to gamify the experience,” said Deutsch New York’s Chief Creative Officer, Samira Ansari. “It’s been amazing partnering with the Betway team as we build out the brand’s U.S. presence.”
DGC selected Deutsch NY as their strategic business consultant in July 2022 to help build their presence in the U.S. market. In September 2022, DGC awarded the U.S. creative and media responsibilities to Deutsch NY expanding their partnership.
The campaign will run across film, paid social, digital and OOH.
Watch the spot here: https://deutsch.box.com/s/qh7zoavh8wfr486w4xf1s5uab89cyadm
CREDITS:
Client: Betway
Bruce Watermeyer, Executive Vice President: North American Operations
Avi Alroy, VP, US State Management
Mike Addonizio, Vice President of Marketing
Syd Harris, Director of Brand and Content
Austin Davis, Director of Sponsorships
Ewan Manefeldt, Head of Creative Studio
Tamala Norris, Producer
Deutsch New York
Creatives:
Samira Ansari, Chief Creative Officer
Jeff Good, Creative Director
MyTran Dang, Creative Director
Jasmine Gainous, Art Director
Tanner Manscill, Copywriter
Cole Davis, Art Director
Alexandre Correa, Design Director
Joyce Shi, Designer
Integrated Production:
Miriam Franklin, EVP, Head of Integrated Production
Sarah Manna, SVP Associate Head of Integrated Production/Studio
Anthony Sheldon, Manager, Integrated Production Services Business Operations
Alice Mazorra, Sr. Retoucher
Alexis Lodsum, Associate Digital Artist
Melissa Betancur, Print Producer
Kristen Eng, Studio Designer
Sunny Chao Creative Developer
Matthew Onorato, Digital Producer
Jeffrey Tabaka, Digital Producer
Jenn Fortune, Integrated Producer
Strategy:
Alex Trump, Associate Strategy Director
Katie Mckenna, Senior Brand Strategist
Jay Choyce Tibbits, Associate Director of Social Strategy
Matt Nicholson, Data Strategy
Jiaqi Li, Data Strategy
Media Planning:
Karen Bensen, EVP, Director of Integrated Media at Deutsch
Maureen Burzynski, EVP, Director of Local Buying
Morgan Busch, Associate Media Director
Oliver Plunkett, VP, Media Director at Deutsch
Alyson Hasenstab, Integrated Media Supervisor
Account Management:
Rakesh Talwar, SVP, Group Account Director
Tori Taylor, Account Director
Katherine Gabler, Account Executive
Sam Fischer, Assistant Account Executive
Project Management:
Bilal Abdallah, Project Manager
Business Affairs:
Maria Taris, SVP, Director of Business Affairs
Stacy Schwartz, VP, Group Director, Integrated Business Affairs
Abbie Donoghue, Associate Business Affairs Manager
Stephanie Mikel, Associate Business Affairs Manager
Production Company: Stadium
Director: Giorgio Bruni
Editorial:
Pete Fullarton at Search Party
Cohan Andersen and Mike Gorczyca at Great Machine
Telecine:
Christian Leiva
Visual Effects/Animation/Finishing:
Animation: Mana
VFX: Okay Studio
Music/Licensed Music Tracks:
Original Track: JSM
Audio Post:
Martin Leitner at Sounds Good Studio
Radio: Mark Healey at Great Machine
