Bet365’s Novel ‘Breaking News’ Campaign: A Game-Changer in Sports Betting Advertising

In a bold move that underscores its commitment to innovation, Bet365 has launched its latest advertising campaign, aptly named ‘Breaking News.’ This is a continuation of the ‘Never Ordinary’ project, which has successfully branded both GBET and Bet365. as an excellent place to play live blackjack online since its inception last August. The new ad, which debuted at the start of the 2024-25 Premier League season, promises to elevate the brand’s presence in the sports wagering industry by showcasing a series of extraordinary sporting moments.

The concept: ‘Breaking News’

Breaking News captures the excitement and unpredictability of live sports. It features a series of fantastical sporting events, such as a football player scoring a goal while hanging off a spider cam and a tennis player returning a ball from row six. These moments are presented as live news events, complete with news anchors and a sports news network at the centre of the action. The ad aims to convey that with Bet365, every moment in sports is extraordinary and worth celebrating.

Chloe Shrubb, Global Head of Brand Marketing at Bet365, expressed her enthusiasm for the project. According to her, ‘Bet365 is back with Never Ordinary, and this year, the challenge is even greater. We’ve got a hard act to follow from last year’s successful campaign, and it’s only the second year of a very different and evolving direction for Bet365. I’m excited about this creative; it’s a beautifully simple idea that articulates how Bet365 elevates moments. We are unique, standout, and we’re Never Ordinary’.

The Execution: A cinematic experience

The campaign’s creative execution is nothing short of cinematic. Directed by Academy’s Jack Driscoll and produced by Tom Cartwright, the 60-second introduction to ‘Breaking News’ was filmed over 21 shoot days, both on location and in-studio. The production involved stunning post-shoot visual effects (VFX) by Selected Works, bringing the action to life in a way that is both visually captivating and emotionally engaging.

Kevin Lynn, Creative Director at Drummond Central, the agency behind the campaign, explained the vision: “Part of the brief for this year’s campaign was simple: make it a blockbuster, and that’s what we did. We needed a creative execution to showcase incredible sporting moments happening all around the world, and what better way to do it than with our very own news channel? Wild moment after wild moment brought to you as they happen, which perfectly encapsulates that whatever the moment, it’s Never Ordinary at Bet365”.

Impacts on the Bet365 brand

The ‘Breaking News’ campaign is more than just an advertisement; it’s a statement about Bet365’s brand identity. By positioning itself as a purveyor of extraordinary sports moments, Bet365 aims to differentiate itself from competitors and reinforce its reputation as a leader in the sports betting industry. The campaign’s launch during the Premier League opener between Manchester United and Fulham ensured maximum visibility and engagement from sports fans worldwide.

• Differentiation from competitors: The use of a news format makes the campaign memorable and distinctive. It ensures that Bet365 stands out in a crowded market, making it easier for customers to recall the brand when thinking about sports betting.
• Reinforcement of brand identity: The campaign builds on the ‘Never Ordinary’ platform, maintaining a consistent message that Bet365 offers an unparalleled sports betting experience. Now, players are more inclined to bet here, be it on match outcomes or NFL awards like DPOY and COY. This consistency helps in solidifying the brand’s identity in the minds of consumers.
• High production values: The project’s high production values, including stunning visual effects and cinematic storytelling, elevate the overall perception of the brand. There’s also meticulous attention to detail in execution that reflects the brand’s commitment to excellence.
• Increased visibility and engagement: Launching Breaking News during the EPL opener ensured maximum visibility and reactions. It wasn’t long until it started generating significant buzz on social media, with fans sharing and discussing the memorable moments.

Industry reactions: A positive reception

The initial reception to the ‘Breaking News’ campaign has been overwhelmingly positive. Industry experts have praised the campaign for its creativity, execution, and ability to capture the essence of live sports. The use of a news format to present the sporting moments has been particularly well-received, as it adds a layer of authenticity and immediacy to the campaign.
For example, Mia Doyle, News Editor at Covers.com, highlighted the effort’s blockbuster appeal. “Bet365 has truly outdone itself with ‘Breaking News.’ The cinematic quality and the sheer creativity of presenting sporting moments as live news events make this campaign a game-changer in sports betting advertising”.

iGaming Business also leaves a positive review, headlining that ‘Bet365 continues Never Ordinary brand platform with epic Breaking News’. The platform expresses its amazement at the fact that Bet365 improves upon the already existing incredible Never Ordinary campaign. Indeed, every moment counts.

What are fans saying?

The success of any marketing effort ultimately depends on fans. So, it must be a relief for the Bet365 team to see that Breaking News has struck a chord with sports fans and punters across the globe.

Fans have taken to social media platforms like Twitter and Instagram to share their excitement about the campaign. Hashtags like #BreakingNewsBet365 and #NeverOrdinary have been trending, with users posting clips from the ads and sharing their favourite moments. Someone said it was “Absolutely amazing work!

These reviews reflect a broad consensus: Bet365’s ‘Breaking News’ campaign is a masterstroke in sports gambling marketing. Thanks to a combination of creativity, high production values, and a unique concept, Bet365 has successfully captured the imagination of sports fans and set a new standard for others. The positive reception from industry experts and the public underscores the campaign’s effectiveness.

The future: What’s next for Bet365?

With the success of Breaking News, Bet365 is well-positioned to continue its trajectory of growth and innovation. The company has hinted at further developments in its marketing strategy, with plans to expand the ‘Never Ordinary’ platform across multiple touchpoints, including digital and social media. This integrated approach will ensure that the campaign’s message reaches a broad audience and captivates sports fans around the world.