Online gambling group, Betfair, has hired 23 Red, the British advertising agency, to run a major ad campaign for Betfair’s online casino, poker website and exchange games (exchange games allow online gamblers to bet against other players instead of against the house).

23 Red beat out other advertising agencies also competing for the Betfair contract and is now responsible for developing a range of digital communications for Betfair that will be supported by offline activity across direct and broadcast media. 23 Red has already designed a campaign intended to increase participation in the Betfair Asian Poker tour, which takes place from November 12 – 17. The tour is the first of its kind to be held in Singapore.

Unlike many other online gambling groups that have been hard hit by the latest U.S. legislation that prohibits banks and credit card companies from processing transactions between online casinos and U.S. residents, Betfair has suffered no such consequences, as the company has never had a U.S. customer base. While Betfair’s competitors struggle to recover from the loss of U.S. customers, Betfair has wisely taken advantage of the uncertainty in the market, created by the new legislation, by aggressively expanding its business globally.

Founded in 2000, 23 Red has 35 staff members working on integrated communications programs for companies such as Bacardi Martini, Ladbrokes, Novartis, PlayStation, and Tizer in the UK and across Europe.

Posted on: November 13, 2006

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