Betsson, the premium betting company known for its ongoing support and commitment to sports, has launched a new advertising campaign that targets many markets across its international operations, particularly those in established territories in Europe and Latin America.
The campaign entitled "A bet makes the difference" features a series of commercials developed by Betsson's in-house advertising team, mainly emphasizing that betting is more about ‘elevating excitement' rather than big wins.
Betsson plans to roll out the ads in:
- Europe - where it is active in multiple markets such as the Nordics, Malta and the UK, among others
- Latin America - further building on a campaign wherein they've formed a partnership with Argentina's Boca Juniors football club
CEO of Betsson Group Jesper Svensson explains: "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."
Rodrigo Saavedra is the director of the commercial, and as mentioned above, the ad focuses more on the ‘exhilarating experience' of placing a bet and the enhancement of the sports viewing experience.
In the advert, a man is seen to be watching a boring football match, with other spectators falling asleep around him, prior to placing a bet on the Betsson app.
The game suddenly became lively with the customer at the center of it, after which he is also transported to a tennis match, and a David vs. Goliath-inspired basketball contest, with Motley Crue's ‘Kickstart my Heart' playing in the background.
Betsson also emphasizes that the same concept of the sports betting marketing tagline can be applied to online casino gaming. Instead of the usual perspective of betting marketers that only winning moments are entertaining, the main focus here is on the "excitement of the bet as a form of entertainment."
Global Brand Director at Betsson Kay Höök added: "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."
Betsson celebrates 60 years this 2023, and for them, this innovative global marketing concept paves the way towards reshaping the industry scene and redefining the essence of entertainment through responsible engagement.