Bally’s Interactive has launched a new television advertising campaign to promote its online sportsbook Bally Bet across North America.
Developed with Canada-based creative agency Angry Butterfly, Bally Bet’s ‘More Than a Name’ campaign highlights the operator’s involvement in casino gaming spanning decades, while also demonstrating its sports betting app’s novice-friendly approach.
Running across TV, digital and social media, the ads first aired on May 6 in Arizona during the live in-game broadcasts of MLB’s Arizona Diamondbacks on the Bally Sports Arizona regional sports network. They were also seen during the WNBA games of the Phoenix Mercury, of whom Bally Bet is a presenting sponsor.
“We liked Angry Butterfly’s fresh approach to standing out in a competitive industry,” said Richard Harris, Senior Vice President of Marketing and Operations for Bally’s Interactive.
“We told them this was not a business-as-usual sports betting campaign. We wanted to be more inclusive than the current crop of ads, which tends to focus on a hyperbolic, bet-now-or-lose-out culture.
“We appreciate the diversity in our campaign, showing the different ways people can enjoy the pursuit of sports betting, and how it truly is an extension of the fan’s game day experience.”
Bally Bet began shooting the ad campaign in late March at locations in Toronto such as the CAA Centre. Veteran director Jordan Bahat and multi-disciplinary studio Golden LA played key roles in the project.
Brent Choi, Partner & CEO of Angry Butterfly, added: “Our approach was to be authentic to the Bally masterbrand while also capitalizing upon their recent momentum in the sports industry.
“Our research into the US gaming market really paid off as we were able to work with the Bally Bet team and define their business in a dynamic yet ownable way.”
Bally Bet is currently operational in five states (Arizona, Colorado, Indiana, Iowa, and Virginia) with more coming, including New York. The company has online sportsbook market access to 18 US states.