Betway, a leading global online betting and gaming brand, partnered with full-service agency Deutsch New York on its first US marketing campaign, 'For the Sport of It'. In the US Betway is powered by Digital Gaming Corporation, a division of Super Group (SGHC) Limited. The campaign immerses fans directly into their favourite games by placing bettors right in the thick of the action. 

The 50-second spot, which coincided with the state of Ohio opening its sports betting category, spotlights how spectators live the game, paying close attention and on the edge of their seats or glued to their phone screens and exuding passionate emotions as a result of every play. The spot explores how it’s not so much about the cash prize, but the sense of community that betting builds around the game that attracts fans. 

“We wanted to introduce Betway in a way that speaks directly to sports fans in the US and understands there is a story behind every bet,” said Syd Harris, director of brand and content for Digital Gaming Corporation, USA. “We are fans just like our customers and are excited that this campaign places them in the heart of the game.”  

“When we bet on a game, we become fully invested in it. We’re no longer simply watching to see who wins or loses, we’re suddenly our own player, which we worked to capture in this campaign,” said Deutsch New York’s chief creative officer, Samira Ansari. "It’s been amazing partnering with the Betway team as we build out the brand's US presence.” 

DGC selected Deutsch NY as their strategic business consultant in July 2022 to help build their presence in the US market. In September 2022, DGC awarded the US creative and media responsibilities to Deutsch NY expanding their partnership. 

The campaign will run across film, paid social, digital and OOH.