Sky has appointed agency MBA to devise a major new campaign for Sky Bet, promoting a number of digital innovations as well as reinforcing its position as the betting service of Sky Sports.
The campaign, launching in March, will focus on driving usage and engagement and will run across the full range of channels including: TV, press, digital, CRM and social media.
There will also be an emphasis on Sky Bet’s mobile betting and gaming platform. Mobile betting has grown rapidly in the past year and now accounts for 50% of the world’s online gaming market.
Sky betting and gaming marketing director Edward Moss said: “Our aim is to make Sky Bet the number one destination for the leisure bettor. With Sky’s rich heritage in sports and entertainment extending this position into the betting and gaming arena feels completely natural.
“MBA has proved it can deliver the right balance of integrated ideas with the clients it currently works with and we look forward to working closely with the team over the coming months.”
MBA managing partner James Middlehurst added: “Sky Bet is one of the fastest growing betting companies in the UK and this is a great opportunity for us to work with the Sky brand and the rich heritage it already has in entertainment and innovation.
“Whilst the creative opportunity is huge there is also a real emphasis here on delivering hard results – so the brief felt perfectly suited to our agency’s philosophy.”
