the playbook powered by betway

88m
VIEWS

7,000+
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2.3M
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We turned Betway into an entertainment brand. Rather than a one-off channel, we launched ten distinct channels, each with its own voice and format, embedding Betway in sports culture.

Background

Betway is one of the most recognisable names in sports betting. It has scale, trust and a huge existing customer base, particularly among a 35+ audience who know the brand well and understand what it stands for.

Recognition does not always equal affection, however. In a crowded category where most operators look and sound the same, betting brands are often tolerated rather than loved. For younger male audiences in particular, Betway has historically been present, but not emotionally front of mind.

Target Audience

The core audience we are going after is 25 to 35 year old men, and reaching them means entering the worlds they already live in. This is not just about social media feeds, it is about showing up where culture actually moves, inside group WhatsApp chats, private threads and friend networks. Brands cannot force their way into these spaces, they earn entry by creating content people want to share. Entertaining, funny, sport led moments that spark banter, debate and laughs are what get dropped into group chats. By sitting at the intersection of sport and comedy, the content becomes social currency, passed between friends not as advertising, but as something worth talking about.

Client Challenge

The challenge and opportunity is to move from awareness to affinity. To give people a genuine reason to care about Betway beyond odds and offers. That means showing up with real value and real entertainment, not just promotions. By entertaining first and adding something to culture, Betway can earn attention rather than buy it. When you laugh, learn or feel part of something through the brand, trust and warmth follow. And when the moment comes to have a flutter, Betway is the name you think of instinctively, not because it shouted the loudest, but because it built love in a saturated market.

Agency Solution

From Settle It, where football debates and arguments take centre stage, to Rematch, celebrating football nostalgia, Clutch 9, our magazine style show covering the biggest topical moments in sport, Who You Got, where instinct and opinion drive betting conversations, and Playbook Boxing, delivering bell to bell boxing entertainment. Across the network we have featured the biggest names in sport, from Eddie Hearn to Frank Bruno and everyone in between.

To truly embed Betway into culture, we built a full sports entertainment brand powered by Betway called The Playbook. Rather than one generic channel, we launched ten distinct channels, each with its own voice and format, allowing fans to opt into the content that speaks directly to them.

The brand lives primarily on YouTube, amplified through short form content on TikTok, YouTube Shorts, Instagram and Facebook, and crucially, it is now being shared organically inside WhatsApp group chats, becoming part of the everyday sports conversation between friends.

Results

Within the first six weeks, Playbook delivered 45 million views, driving millions of impressions alongside thousands of shares, comments and likes as the content travelled organically across platforms.

The momentum went far beyond owned channels, with stories and clips picked up by Daily Mail, The Sun and dozens of other publications, while digital platforms like LADbible reshared content to their own massive audiences.

The result was Betway appearing everywhere, not through paid placement, but through culture. Crucially, this gave Betway a scalable platform where commercial messaging could be integrated naturally into entertainment people actually care about. We are not renting attention on someone else’s channels. We are building our own platforms, and with them, long term brand equity.