Amaya Spends Big To Launch Online Sports Betting

Published Sunday, January 10, 2016 -
Amaya Spends Big To Launch Online Sports Betting

Expanding a brand usually requires advertizing to get the message out to the public that a new product has become available. Amaya Gaming from Canada has recently decided offer a new sports betting brand BetStars the first foray by Amaya in this sector of the online betting industry.  Crispin Porter+ Bogusky has been hired as the lead strategy and creative agency for the new enterprise.

Crispin Porter+ Bogusky also known as CP+B, is a member of publicly traded MDC Partners. An advertising agency that currently employs around 700 people and was founded in 1988 by Sam Crispin. Headquartered in Boulder, Colorado the firm is a subsidiary of MDC Partners Inc. a holding company based in New York City and Toronto.

Amaya will give CP+B the responsibility to strategize and create the campaign for BetStar’s entry into the already very competitive online sports betting sector. The new campaign is expected to launch in the UK and other European markets soon in 2016. Last November, Amaya acquired several BetStars domains, including .com, .net and variations to facilitate the full launch of the web location.

International CEO for CP+B’s UK operation Richard Pinder commented that it was a treat to be “in at the start of such a journey for a brand, to help establish it and built the foundations for future success.” PokerStar’s  global creative director Chris Herd, also commented that CP+B’s experience in marketing sportsbooks coupled with Stars’ “gaming pedigree” would be a “potent combination.”

It is estimated that £10m will be the estimated budget for the campaign by CP+B to commence shortly. CP+B Europe began operations in June of 2009 after acquiring Swedish agency Daddy, based in Gothenburg, Sweden. CP+B has been named "Agency of the Year" 13 times in the trade press and has an impressive client list that includes Infiniti,  American Airlines, PayPal,, Best Buy, Domino's Pizza and Irish online gambling icon Paddy Power.

Related news

Return to Latest News