Betway
Art Direction, Design, Branding, Marketing, UI
The Betway Group is an online gambling company with 5 core "betway" brands and 4 other casino and bingo brands reaching 20+ countries worldwide. From a senior design, art direction and department lead perspective I led the central creative team in delivering large scale branding and marketing campaigns for over 5 years.
Event Branding
Betway sponsored a number of sporting events year on year across multiple sports and countries. This varied in scale, creative footprint and reach from "simply" branding venues to creating an experience over a number of days and weeks.
Matchdays at football grounds, multi-day day horse racing meetings, snooker tournaments, live eSports events; For TV audiences or spectators at venues, the output fulfilled a wide variety of print and digital media and marketing platforms.
Sponsorships
Art Director Process
Worked closely with brand, sponsorship and marketing teams to outline the key needs for the event a number of months ahead of time. Then coordinate with my project team (Studio managers, Designers, Copywriters and Digital Designers) to plan and deliver all creative required to multiple teams within the business. My key responsibility was to ensure that from initial concepts through to delivery that the brand was consistently evolving and remaining front of mind of customers.
Typical Deliverables
Campaigns
Throughout each year there would be 3 or 4 significant promotional campaigns that would run for weeks at a time. These could be related to seasonal events (Easter and Xmas) or significant cultural events (World Cup) but the key aim of all of them was customer engagement and ultimately montetary returns.
All these campaigns would be in both print and digital, across multiple languages which meant there was significant time and attention required to deliver comprehensive, impactful and culturally sympathetic outcomes.
2018 World Cup
The Fifa World Cup is one of, if not the biggest events in the sporting calendar and drives a huge amount of traffic for betting sites over a 2 month period, every 4 years.
The brief was to create a bespoke creative theme for all Betway Sports artwork leading up to and throughout the world cup. Since its rebrand 4 year previous, The vision for the World Cup was to create a campaign with visual queues that echoed Betway's distinctive brand feel.
Challenges
inspiration moodboards
External creative agencies pitched for this marketing campaign as well as us as an internal creative team. We won out!
Output
A Curious Easter Tale
Overview
Betway Plus is a sub-brand of betway which focuses on delivering promotions across all of the betway sub brands. Players from Sports and Casino brands can participate in the same promotional campaigns, sometimes with tailored prizes depending on the brand that they play with.
This campaign was run over easter for 5 days, across 15 languages and aimed at players from Betway Casino and Vegas.
Brief
Key Challenge
The Idea
Output
Gamification
Easter Enigma
Overview
The brief for Easter was to create a campaign narrative that would offer a bespoke and creative nod to the easter holidays while engaging customers from around the world for 4 days.
The idea was that there were a series of giant golden eggs landing around the world and over a number of days they would be cracking with prizes falling out for customers. The story would be told from the view of news reporters, so designed with "breaking news" inspired graphics and commentary. This naturally creates a sense of gravitas, urgency and impact to the story that compliments the competition being sold to the customers.
Output
The Winter Express
Overview
For a Christmas price giveaway the brief given to creative and marketing teams was to create an engaging and immersive 4 week campaign for Betway Casino and Betway Vegas customers.
The Prize for this wagering competition was a Trip to Iceland with a "winter express" theme for the campaign.
The premise of idea was to create an exclusive, Orient Express inspired train journey to Iceland. To create a memorable and bespoke campaign narrative, scenes were created at the station, in the carriage, looking at the northern lights and showing the train travelling through the snowy countryside of Iceland.
