Betway begins search for new creative agency

Global sports betting site, Betway has announced that it has initiated the search for a new creative agency, following the conclusion of its seven-year partnership with Above+Beyond.

The new agency will start in summer 2018 on a long-term, multi-million-pound contract. It will work towards a major global campaign launch and regional roll out in 2019, supporting Betway’s growth into new markets worldwide.

Betway has again enlisted intermediary service AAR to prepare the brief and oversee the shortlisting and pitch process after it supported the gambling company’s recent UK media agency review.

Above+Beyond made a widespread contribution to Betway’s significant growth. The agency has helped the brand to stand out in a crowded market whilst driving acquisition, thanks to its breakthrough “For the Love of the Game” campaign. With a particular focus on television, Above+Beyond also provided all supporting assets for press, digital and radio.

Betway CEO Anthony Werkman commented: “We enjoyed working with Above+Beyond for seven years, experiencing the excitement of Betway’s formative years and our subsequent stellar growth as a brand.

“The partnership led to some of the gambling industry’s most defining work. However, the relationship has reached its natural conclusion. Our businesses have gone through much change, which makes it a good time for us to part ways on great terms.

The news follows on from Betway announcing earlier in the year that it will move its affiliate marketing program in-house, it means that now moving forward, all Betway third-party marketing partners are fully managed and monitored by the operator.

Betway is official principal partner of Premier League football club West Ham United and offers online sports betting, casino, bingo and poker in multiple regulated markets.