Betsafe plans UK push of 'No Bullshit Betting' campaign

Betsson-owned sportsbook brand Betsafe is preparing to launch a “multi-million pound” charm offensive on the UK market after appointing marketing consultancy Rocket to manage the media planning and buying for its upcoming campaign.

The news follows the appointment of Frank as the brand’s lead PR agency late last year and new betting partnerships with Manchester City and Gumball 3000, as Betsafe plans a “highly ambitious” strategy to boost its UK market share.

Rocket won the business after a competitive pitch and is expected to invest in TV advertising.

The partnership will focus on Betsafe’s ‘No Bullshit Betting‘ campaign, where the brand attempts to differentiate itself from market rivals with an “honest” message in which it tells customers they are destined to lose.

“Rocket demonstrated an inherent understanding of our ‘No Bullshit Betting’ brand positioning and we’re delighted to be working with them for a series of high profile communication initiatives across 2016,” Neill Simpson, Betsson Group brand manager, said.

Betsafe has made something of a name for itself with its quirky campaigns, with No Bullshit Betting following an interactive, rugby-themed urinal game installed at 75 pubs across the UK, where customers must use the direction and strength of their stream to carry a ball-carrying player over the try line.

The Betsafe marketing campaign is part of a global push by parent company Betsson, as it looks to reduce its reliance on Nordic markets.