Betano has revealed its World Cup ad campaign just weeks after the Kaizen Gaming brand was named as an official tournament partner by FIFA.
The new ad, which forms part of the operator’s new brand campaign ‘Believing Makes it Real’, will go live across 14 countries in Latam and Europe.
The spot features a non-playable character (NPC) in the form of a fan within a football video game transported into the real world.
Upon landing in reality, the NPC is introduced to the “intensity, unpredictability and collective emotion of a real World Cup”.
The 75-second spot was produced in partnership with Betano’s creative agency Wieden+Kennedy São Paulo (WKSP).
Primo served as the production company and Nexus was the post-production partner.
Betano said the ad would be localised for each market, with the NPC set to be tailored to “cultural idiosyncrasies of different regions”.
The World Cup kicks off on 11 June. The new look 48 team version of the tournament will be hosted across the US, Canada and Mexico.
In May, Betano was named by FIFA as an official tournament supporter for the World Cup in Europe and South America.
The operator had previously served as an official regional sponsor for Europe during the 2022 World Cup.
Betano has deployed at-large marketing dollars to increase its brand presence, including major front-of-shirt sponsorship deals.
Earlier this week, EGR reported Kaizen Gaming had achieved decacorn status by being valued at least $10bn.
Pablo Puertas, Betano marketing director, said: “The FIFA World Cup is the ultimate anchor in global sports, and for a campaign spanning so many different markets, we wanted to match that ambition.
“Our brief was to articulate the raw, collective emotion of being a fan, a feeling so intense it transcends even the most advanced digital simulation.
“This film captures that powerful truth, reinforcing our global platform, ‘Believing Makes it Real,’ and positioning Betano at the heart of the sport’s most genuine and unpredictable moments.”
WKSP’s Felipe Paiva and José Ferraz added: “Our challenge was finding a fresh, globally resonant way to talk about the World Cup.
“The campaign starts in a cold, automated universe and follows the journey of an NPC discovering what happens when an entire world truly believes. It’s a contrast that turns football emotion into something impossible to program.”
The post Betano unveils World Cup ad campaign after inking FIFA deal first appeared on EGR Intel.
Kaizen Gaming brand to push out NPC-themed spot in 14 markets ahead of the World Cup kicking off next week
The post Betano unveils World Cup ad campaign after inking FIFA deal first appeared on EGR Intel.