Amaya hires CP+B to run £10m Betstars sports betting marketing campaign

Amaya Gaming is prepping a £10m marketing campaign to promote its new BetStars sports betting brand.

On Thursday, The Drum reported that the Canadian online gambling firm had hired the London branch of Crispin Porter + Bogusky (CP+B) as its lead strategy and creative team to promote BetStars entry into the already crowded and highly competitive online sports betting business. The new campaign is expected to launch in the UK and certain European markets in coming weeks.

CP+B aren’t strangers to the online betting world, having handled Irish betting operator Paddy Power’s creative account for over three years until the Paddsters chose to review the relationship in 2014. CP+B reportedly won the BetStars account after a three-way pitch, with Sweden’s DDB said to be among the other companies vying for the account.

Amaya officially launched the new BetStars brand in select markets in December, after a soft launch in Q1 2015 as just a sports betting tab on PokerStars’ main site. In November, Amaya acquired several BetStars domains, including .com, .net and .co.uk variations.