Amaya to plough £10m into BetStars marketing push
Crispin Porter & Bogusky named as BetStarsâ creative agency, campaign slated for launch in the coming weeks
Amaya has appointed London-based creative agency Crispin Porter & Bogusky (CP&B) to lead a £10m marketing push for its new BetStars sportsbook brand.
The campaign is slated to launch in the UK and selected mainland European countries in the coming weeks with CP&B understood to have taken part in a three-way pitch, according to reports in The Drum.
News of the marketing investment comes after Amaya debuted the PokerStarsâ spin-off in December, having previously launched an in-client sportsbook.
The appointment marks a return to the betting industry for CP&B with the marketing firm having previously handled Paddy Powerâs £20m account back in 2011.
âTheir [CP&B] rich experience in sportsbook communications coupled with our gaming pedigree should be a potent combination,â Chis Herd, PokerStars global creative director, said.
The campaign is expected to coincide with the launch of an âinnovative new betting productâ Amaya said would âdistinguish the brandâ from its competitors.
âIt is rare to be in at the start of such a journey for a brand, to help establish it and build the foundations for future success,â Richard Pinder, CP&B chief exec, said.
Earlier this week PokerStars launched an Apple TV app and unveiled a redesigned logo.