{"id":15355,"date":"2024-06-03T11:33:09","date_gmt":"2024-06-03T08:33:09","guid":{"rendered":"https:\/\/igamingafrika.com\/?p=15355"},"modified":"2024-06-03T11:33:09","modified_gmt":"2024-06-03T08:33:09","slug":"betfair-launches-play-different-a-new-brand-platform-that-empowers-customers","status":"publish","type":"post","link":"https:\/\/igamingeuropa.com\/index.php\/2024\/06\/03\/betfair-launches-play-different-a-new-brand-platform-that-empowers-customers\/","title":{"rendered":"Betfair Launches &#8220;Play Different&#8221; A New Brand Platform that Empowers Customers!"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Betfair, an online sports betting provider and part of the world\u2019s biggest entertainment company, Flutter, has launched Play Different a new brand positioning and brand platform developed with their creative agency partner, Pablo.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The new platform \u2018Play Different\u2019 was born out of customer insights gathered as part of a multi-part study that measured components such as key motivations and drivers in the market and brand associations. It celebrates those who challenge the status quo and embrace unconventional thinking \u2013 something that in the world of sport is championed and celebrated and resonates well with customers. It is rooted in Betfair\u2019s heritage as the original trailblazer in the category who were born from unconventional thinking and transformed the sports betting industry. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Read Also: <a href=\"https:\/\/igamingafrika.com\/kaizen-gaming-announces-aris-dimarakis-as-new-deputy-ceo-and-chief-operating-officer\/\" target=\"_blank\" rel=\"noreferrer noopener\">Kaizen Gaming Announces Aris Dimarakis as new Deputy CEO and Chief Operating Officer!<\/a><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Since its inception in 2000, Betfair has pushed the betting industry forward, always doing things differently, and finding ways for betting to be driven and owned by the bettors. This all started with the birth of the Betfair Exchange, shunning traditional bookmakers with its revolutionary invention, which offered customers a way to set their own odds for the very first time. Betfair\u2019s ground-breaking heritage remains and they have continued to up the ante with first-to-market product innovations including<em> \u2018In-Play\u2019, \u2018Cash Out\u2019, \u2018Price Rush\u2019, \u2018Acca Edge\u2019 and \u201890-Minute Payout\u2019.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.linkedin.com\/company\/betfair\/\" target=\"_blank\" rel=\"noreferrer noopener\">Betfair<\/a> now has the richest and most varied betting experience on the market, across a Sportsbook and an Exchange and today, when bettors are looking for a way to get the edge and have more control, Betfair enables bettors to make the game their own, constantly improving the experience by empowering their players with more choice, more options and more ways to safely play \u2013 so they can play the game, the way they want.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Play Different debuts with a through-the-line campaign which launches at the pinnacle of this year\u2019s sporting calendar, the UEFA Euros tournament. The campaign comes to life via a one-of-a-kind commercial that is designed to break away from the traditional betting ad conventions, harnessing the roguish charm and contagious creativity of viral trick shot sensations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Set against the backdrop of a vibrant yellow sports arena, the commercial features a dynamic troupe of skillsets finding new ways to play and delivering jaw dropping feats \u2013 from backflip bicycle kicks to somersault slam dunks, they effortlessly pass the ball in a mesmerizing sequence. Filmed by over 28 live cameras, the captivating spectacle showcases real sport trick shots untouched by visual effects, leaving audiences questioning: <em>\u2018Did they really just pull that off?\u201d <\/em>The voiceover declares \u2018There\u2019s more than one way to play. Betfair, Play Different,\u2019 to the backdrop of an original composition by Duncan Hamilton.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Richard Hayward,<\/strong> Managing Director, <strong>Betfair <\/strong>said: <em>\u201cWe\u2019re incredibly proud of our latest campaign with Pablo. We embarked on this project, looking to create a positioning that truly resonated with our customers. Our customers love to play different and use Betfair to do so, it was a natural fit. The Euros is a busy period for customers, so we wanted to lead with a stand-out campaign that feels different from the category. We\u2019re excited to see the new platform launch and the future ahead, this is just the beginning\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The TVC is complemented by OOH, radio, social media and digital activity that has been created in collaboration with Flutter Creative, plus a stream of content and advice from Betfair\u2019s experts and pundits throughout the Euros tournament \u2013 all under the umbrella <em>\u2018Play Different, it\u2019s what we do\u2019.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The spot was directed by Man Vs Machine through Friend London, with post-production and sound from Rascal. The launch will be followed by subsequent campaigns and activations including a Safer Gambling and Racing campaign.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Tim Snape,<\/strong> Executive Creative Director at <strong>Pablo<\/strong> said: <em>\u201cWhen creating a new brand platform for Betfair, we knew it needed to be something extra special. Something that championed their trailblazing heritage and celebrated how they ripped up the rule book back in 2000 as the original category disruptor. The \u2018Play Different\u2019 platform perfectly embodies this challenger spirit and our launch campaign for the Euros is no different. For the centrepiece TVC, we brought together our own super squad of game changers to help us assemble 7 challenging trick shots together to pull off one mega trick shot. The challenge here was to join 7 individual trick shots into one never attempted before super trick shot. It\u2019s fair to say, to create this new campaign we\u2019ve embodied and lived up to Betfair\u2019s \u2018Play Different\u2019 spirit; starting with the concept, and all the way through the production, we\u2019ve challenged ourselves and our partners to create something distinctly different.\u201d<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Betfair, an online sports betting provider and part of the world\u2019s biggest entertainment company, Flutter, has launched Play Different a new brand positioning and brand platform developed with their creative agency partner, Pablo. The new platform \u2018Play Different\u2019 was born out of customer insights gathered as part of a multi-part study that measured components such &hellip;<\/p>\n","protected":false},"author":3,"featured_media":17567,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,14],"tags":[298,7,75,91],"class_list":["post-15355","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-global-gambling-news","category-press-release","tag-betting","tag-casino","tag-gambling","tag-sports-betting"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Betfair Launches &quot;Play Different&quot; A New Brand Platform that Empowers Customers!<\/title>\n<meta name=\"description\" content=\"Betfair, an online sports betting provider and part of the world\u2019s biggest entertainment company, Flutter, has launched a new brand positioning and brand platform developed with their creative agency partner, Pablo.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/igamingeuropa.com\/index.php\/2024\/06\/03\/betfair-launches-play-different-a-new-brand-platform-that-empowers-customers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Betfair Launches &quot;Play Different&quot; 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