BetVictor makes a break from repetitive industry adverts

BetVictor makes a break from repetitive industry adverts

Monday, April 23, 2018 Posted by Luke Massey
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The operator has launched ‘Make your best bet’ with Karmarama

BetVictor has met a challenge to “break away” from repetitive industry adverts by launching a new brand campaign celebrating the unpredictability of sport.

In partnership with London-based advertising agency Karmarama, the operator debuted its ‘Make your best bet’ campaign around this month’s Grand National on ITV.

The advert pitted man and machine against each other, with man prevailing by destroying a dystopian server farm with a well-placed strike of a football.

It was designed to show that while data has its uses, there is no replacement for instinct and courage of conviction when it comes to understanding the sporting scene.

Shane Stafford, Head of Brand at BetVictor, told TotallyGaming.com: “Over the last few years our strategy has been consistent; separate ourselves from our competitors through strong offers and an easy to use product. Our brand positioning is to communicate that in a simple and intuitive way.

“You see a lot of the same ideas and executions in this industry’s adverts that you could simply replace one competitor’s logo with another and you would struggle to notice.

“Our challenge was to break away from that and create cut through. With our brand campaign ‘make your best bet’ we highlight the fact that people rarely make decisions based on facts, they make decisions based on emotion, instinct and courage of conviction will always kick in. This campaign celebrates this and the unpredictability of the sports we love.”

Totally Gaming says: The Grand National advert was the first of the ‘Make your best bet’ series, which will be ramped up for the World Cup this summer. BetVictor has also marked its road to Russia with two key additions to one of its most popular markets; customers can now combine thousands of possible outcomes as they build their own bet, while the introduction of an ‘Edit’ feature allows them to tweak existing #PriceItUp outcomes.

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