Online betting operators BetVictor and Paddy Power are embarking on decidedly different new marketing campaigns.

This weekend will witness the birth of a new, more refined BetVictor approach to raising brand awareness. The company has ditched comedian Paul Kaye’s laddish Maruice character in favor of two “modern gents” discussing online wagering opportunities over wine and crudités.

A BetVictor spokesperson told eGaming Review that the new campaign, which centers around the tagline “simple as,” was aimed at reminding punters that odds comparison site Oddschecker has ranked BetVictor tops in terms of Premier League betting value for five years running. The campaign is set to debut on Sky Sports during this weekend’s tilt between Leicester City and Manchester United.

Julian Douglas, vice-chairman of BetVictor’s longtime ad agency VCCP, said the new campaign “eschewed the conventions of the sector,” an approach he summed up as meaning “no flashing lights, no geezers, no noise, no nonsense.”