BetStars and CP+B close US$14.5 M deal

PokerStars company hired the advertising agency to promote the new brand.

UK.- Amaya Gaming is launching its new sports betting brand with a £10M (US$14.5 M) marketing campaign. BetStars will be advertised by Crispin Porter + Bogusky (CP+B), Londoner branch of the agency with previous experience in promoting the gambling industry.

A strong marketing strategy is the key to announce the latest project of the Canadian firm in the UK and in several European markets. CP+B was chosen over other companies, said to be included Sweden’s DDB, due to the three years experience with Paddy Power, the Irish betting operator. Chris Herd, PokerStars global creative director, describes the coalition as a “potent combination.”

BetStars was officially launched last December in select markets and is expected to make innovations in the sports betting industry. The online site will offer wagering options for over 25 sports, besides the option for in-play betting.