Betfair is returning to its roots with a new campaign that puts its peer-to-peer betting exchange front-and-centre in a bid to appeal to early adopters and novices alike.
Taking creative inspiration from Oscar-winning film The Big Short and the way its characters use simple analogies to explain complex concepts, Betfair has enlisted the help of actor Clive Owen to demystify the process of peer-to-peer betting.
The campaign, devised by Leo Burnett London, features 40 individually scripted ads using real-life scenarios and analogies to simplify the betting process. Running online and across TV, radio and social, the campaign covers everything from the benefits of using the exchange to how to set your own odds.
Mault believes the whistle-to-whistle ban is a big opportunity for brands that want to be progressive and have a desire to innovate.
As well as bringing the campaign to life online, Betfair wants to break down barriers to understanding peer-to-peer betting with the introduction of an education hub featuring bite-size tips on how to рейтинг букмекеров форбс the exchange.
Betfair knows the education piece is crucial if it wants to stand out in a highly competitive gambling market and reach bettors looking for a different experience. On the Betfair Exchange, which makes more trades than the London Stock Market, the price is set by individuals, not the bookmaker.
Bettors set the odds at the level they think is right; the volume of bets coming in and out will show if the market thinks it is fair. If a player decides to take the bet and puts money into the market the pot grows.
The overall pot of money people can bet against is known as the liquidity. More often than not the exchange is a really good and true reflection of what a nation thinks.
The level of flexibility, combined with the fact you are not betting against a faceless bookie, has made the exchange popular with punters since it set out to disrupt the market in Mault compares it to the Netflix or Uber of its day, democratising the market at a time when everyone was used to betting with a traditional bookmaker on the high street.
The whistle-to-whistle ad ban is a real opportunity for us to take the lead and not just rely on second TV ads during live Premier League football. Betfair is, therefore, pitching itself as the destination for considered bettors who want to get as much insight as possible before placing a bet. Betfair Commercial: This Is Play.
Betfair Commercial: This Is Play
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