Bringing movie-size magic to the sports betting scene.

Football isn’t a matter of life and death, legendary Liverpool manager Bill Shankly once said. It’s far more serious than that.

We worked with Betway for six years on their Europe-wide ATL communications, creating platform-led campaigns across TV, print, radio and digital which successfully achieved short term metrics while building much-desired brand equity in the longer term.

Our brand platform, “For the Love Of The Game”, saw the brand break free from the limits of category conventions with an idea that connects emphatically and unequivocally with audience culture and behaviour. Betway knows that if the game’s on (especially if you’ve got money on it) everything else is a bit of a distraction.

From being stranded in the arctic tundra and preyed upon by a hungry polar bear, to getting stuck in space, or tortured in a lair, the Betway Boys demonstrate their passion for sport in widescreen, cinematic glory. We actively embraced popular entertainment and movie tropes instead of sportsbook cliches, and the campaign’s distinctiveness led to ‘top box’ Millward Brown results with audiences finding the adverts extremely engaging, funny and enjoyable to watch.


Gary Freedman

Prod Co:



Grand Central