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Betfair, a leading international online sports betting provider under Flutter, has introduced a fresh brand platform, “Play Different,” developed with their creative partner, Pablo. This new direction celebrates those who challenge conventions and embrace innovative thinking, resonating deeply with Betfair’s heritage as an industry trailblazer.
The “Play Different” initiative stems from extensive customer insights and a multi-part study on market drivers and brand associations. It highlights Betfair’s legacy of transforming the sports betting industry through innovation. Since its inception in 2000, Betfair has consistently pushed boundaries, starting with the revolutionary Betfair Exchange, which allowed customers to set their own odds for the first time.
Betfair’s commitment to innovation continues with first-to-market products like ‘In-Play,’ ‘Cash Out,’ ‘Price Rush,’ ‘Acca Edge,’ and ’90-Minute Payout.’ Today, Betfair offers the richest and most varied betting experience, empowering players with more control, choices, and ways to play safely.
The “Play Different” platform debuts with a striking campaign during the UEFA Euros tournament. The campaign includes a unique commercial featuring viral trick shot sensations performing jaw-dropping feats in a vibrant yellow sports arena. Filmed with 28 live cameras, the commercial showcases real sport trick shots, leaving audiences amazed.
Richard Hayward, Betfair’s Managing Director, expressed pride in the new campaign: “Our customers love to play different and use Betfair to do so. The Euros is a busy period, so we wanted a stand-out campaign. We’re excited to launch this new platform and look forward to the future.”
The TV commercial is supported by out-of-home, radio, social media, and digital activities, created in collaboration with Flutter Creative. The campaign includes expert content and advice from Betfair throughout the Euros tournament, all under the “Play Different” umbrella.
Tim Snape, Executive Creative Director at Pablo, highlighted the platform’s alignment with Betfair’s spirit: “The ‘Play Different’ platform perfectly embodies Betfair’s challenger spirit. Our campaign for the Euros brings together game changers to create something distinctly different.”
Following this launch, Betfair plans additional campaigns and activations, including a Safer Gambling and Racing campaign.