Establishment of an internal global creative center
Betsson, the flagship brand of the Betsson Group, has not so long ago experienced a notable growth, especially in Latin America, where it also not so long ago officially became the “main sponsor” of the iconic Argentine football club, Boca Juniors. In this regard, speaking about the mentioned marketing concept, CEO of Betsson Group, Jesper Svensson, commented: “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.”
Moreover, the essence of this concept emphasizes that “the inherent excitement of betting is more important than fixating solely on winnings.” On that note, Global Brand Director of Betsson, Kay 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.”
To highlight the mentioned message, the commercials show how an apparently ordinary and silly match turns into an outstanding and highly exciting experience when one person in the audience decides to place a bet. The plot of the commercials, directed by award-winning director Rodrigo Saavedra (Immigrant), take place in a “dramatically charged setting,” while production of the film is almost identical to the renowned international lifestyle brand. However, even if it is a casino, the commercials tend to emphasize the enthusiasm of betting as a form of entertainment, rather than “the more typical focus on winning moments.”
On that note, Höök further adds: “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.”
Additionally, for the group, this unique international marketing concept represents an important step towards modifying the industry scene and reformulating the core of entertainment via responsible engagement.
Source: “Betsson Launches New Global Marketing Concept”. European Gaming. August 21, 2023