Betsson launches worldwide marketing campaign
Operator unveils ads in Europe and Latam for sportsbook and casino to focus on the “excitement” of betting
Betsson has launched a global marketing campaign, “A bet makes the difference”, with a focus on the thrill of betting rather than winning.
To coincide with its 60th anniversary, the operator has released adverts in 10 European countries and Latin America, broadcasting the message that betting is more about excitement than big wins.
One ad focuses on a mundane football match, 0-0 in the 89th minute, which transforms into an exciting spectacle when a member of the crowd places a bet.
A player on the pitch dribbles past a host of opponents on the pitch-turned-battlefield before shooting and finding the back of the net.
The football pitch is then replaced by a tennis court where two female players are engaged in an intense rally, the court in turn crumbles away to reveal a basketball court where a diminutive male player is attempting to dribble past a giant defender.
While the initial man gambling at the football match clicks on his phone to bet, leading to the mini-attacker dunking over the giant man.
The end of the advert sees the bettor looking wide-eyed and open-mouthed, complete with the tagline “A bet makes the difference”.
A second advert depicts a man standing by baggage claim at an airport, the screen above him showing rows of delayed flights.
He sits down to play casino games on his phone, only for the baggage conveyer belt to transform into a roulette table, jackpot fruit symbols fly out of the baggage chute, the spectacle wowing the surrounding airport customers.
The reality resumes when the player’s bag then arrives and he walks off, as the identical tagline – “A bet makes a difference” – appears on screen.
Both adverts were directed by Rodrigo Saavedra of Immigrant Studio.
Jesper Svensson, CEO of Betsson Group, commented on the new campaign, saying the “ambitious” advert is a way of solidifying the firm as an exciting brand in the industry.
The CEO said: “As we expand our presence across various markets, we have established an in-house international creative hub. I am really excited to unveil our most ambitious commercial yet, solidifying Betsson as the most exciting brand in the industry.”
Kay Höök, Betsson global brand director, noted the firm will continue to emphasise the buzz of placing a bet rather than the win as the operator cannot provide “guarantee wins”.
Höök said: “While we can’t control the excitement of a match or guarantee wins, we can assure our customers that placing a bet, small or big, will amplify the excitement. While many other betting companies focus on big, quick wins, our emphasis lies in cherishing the excitement itself and the heightened entertainment that a bet provides.
“Our goal is to enhance the entertainment value and intensify the excitement for our customers. While potential winnings remain a possibility, we don’t want the prospect of winning to define our communication. Our message is that when you gamble responsibly, you will enjoy the excitement even if you don’t win,” he added.