Betfair Unveils "Play Different": A Game-Changing Brand Platform

Betfair, a heavyweight in the international online sports betting arena and a key player in the Flutter Entertainment empire, has just rolled out a fresh brand platform, "Play Different", crafted in collaboration with their creative ally, Pablo. This innovative platform emerges from an in-depth customer study, aiming to spotlight and celebrate the unconventional thinkers and status quo challengers in the sports world—a principle deeply woven into Betfair's DNA.

• Revolutionizing Sports Betting: Betfair has been a trailblazer since 2000, introducing the betting exchange model that allowed bettors to set their own odds, revolutionizing the industry.
• Empowering Bettors: With a rich product suite including 'In-Play', 'Cash Out', and 'Acca Edge', Betfair gives bettors unprecedented control over their betting experience.
• "Play Different" Campaign: Launched during the UEFA Euros, the campaign features a vibrant commercial with trick shot artists, embodying the brand's innovative spirit.
• Creative Excellence: The campaign, directed by ManVsMachine, showcases real, unedited sporting trick shots, elevating the creative storytelling in sports betting advertising.

Betfair's legacy of innovation dates back to its inception, when it flipped the betting industry on its head with the introduction of the Betfair Exchange. Since then, it has not only sustained but also built on its pioneering spirit by rolling out first-to-market innovations that empower bettors with more control and choice. Today, Betfair offers one of the most diverse betting experiences on the market, encapsulating both a Sportsbook and an Exchange, thereby enabling bettors to tailor their gaming experience to their preferences.

The "Play Different" initiative debuts with a comprehensive campaign set against this year's sporting highlight, the UEFA Euros tournament. The campaign breathes life into the new brand platform through a commercial that cuts through the monotony of traditional betting ads. It showcases a troupe of athletes executing breathtaking trick shots, all captured by over 28 live cameras, challenging audiences to believe their eyes. The campaign's message is clear: there's more than one way to play, highlighting Betfair's commitment to innovation and customer empowerment.

Richard Hayward, Managing Director at Betfair, expressed excitement about the campaign's potential to resonate with customers, emphasizing the natural alignment between Betfair's values and the "Play Different" ethos. The campaign's innovative approach is supported by a mix of OOH, radio, social media, and digital activities, designed in collaboration with Flutter Creative, alongside insightful content and expert advice throughout the Euros.

Tim Snape, Executive Creative Director at Pablo, elaborated on the creative vision behind the campaign, underscoring the challenge of integrating seven individual trick shots into one mega trick shot—a testament to the campaign's ambition to embody and celebrate Betfair's pioneering spirit.

As Betfair continues to push boundaries with the "Play Different" platform and associated campaigns, it reaffirms its position as a leader in the sports betting industry, committed to offering a betting experience that's as dynamic and diverse as its customer base. This initiative not only highlights Betfair's innovative legacy but also sets a new standard in sports betting advertising, promising a future where the thrill of the game and the empowerment of the bettor go hand in hand.