GGBET has launched a new nationwide advertising campaign under the slogan “Keep it GG”, marking a major brand push across television, digital platforms and social media in Ukraine.
The series of commercials have begun airing on Ukrainian television and online channels. The campaign was built around the phrase “GG” – short for “Good Game” – a term originating from video game culture.
While traditionally used to acknowledge a well-played match, the phrase has evolved into a broader expression of respect and shared experience between competitors and fans, regardless of the outcome.
GGBET said this concept formed the core theme of its new creative approach.
The commercials adopt a distinctive format, moving away from traditional voiceover-led advertising in favour of music-driven storytelling. The videos feature audio tracks, visual references to sports, esports and casino environments, as well as appearances from well-known Ukrainian footballers, including former Premier League forward Andriy Yarmolenko.
“Every game, every match, every tournament is a moment that brings people together,” said Serhii Mishchenko, CEO of GGBET UA.
“For us, it’s important that every interaction with GGBET gives users that good game feeling – an experience that outlives the result and leaves vivid emotions behind, just like after watching a match.”
GGBET’s push into traditional sports
GGBET said that the campaign also reflects its broader strategic positioning.
While the Cyprus-based business has historically focused heavily on esports, it has increasingly expanded into traditional sports through partnerships and local initiatives.
In Ukraine, the firm has established partnerships with major sports organisations such as FC Dynamo Kyiv and FC Polissya Zhytomyr, as well as the Basketball Federation of Ukraine.
The company has also developed crossover initiatives combining sports and esports, including the “Match of LeGGends” showmatch, which featured football players and esports competitors facing off in a hybrid competition format.
GGBET said the campaign was produced in collaboration with a Ukrainian advertising agency and production company, reflecting its decision to support local creative industries during the ongoing war.
Ukraine likely remains a key target market for the business, which recently announced that it was ceasing operations in the UK.
GGBET has launched a new nationwide advertising campaign under the slogan “Keep it GG”, marking a major brand push across television, digital platforms and social media in Ukraine. The series of commercials have begun airing on Ukrainian television and online channels. The campaign was built around the phrase “GG” – short for “Good Game” –