bet365 unveils its new global brand positioning, 'We Know Betting', with the launch of the 'Reasons' campaign

'We Know About Betting' came out this week, evolving from its previous brand, 'We Make a Difference', and celebrates more than 25 years of bet365 at the forefront of digital betting.

Developed after extensive research with clients and teams across the company, 'We Know Betting' expresses what has long been the essence of bet365: decades of experience built through continuous learning, innovation and refining the betting experience.

'We know about betting' is not about claiming that we are experts; it tells the story of how we put our expertise into practice for the benefit of our customers, ensuring they have a better, simpler and more satisfying experience.

The story is far from over. We are always learning and improving. As bet365 and betting continue to grow and evolve, so will our experience.

Introducing 'Reasons'

Created in collaboration with Drummond Central, bet365's strategic and creative partner, the 'Reasons' advertising campaign was previously launched in the UK and Denmark, with Germany and Spain following shortly after.

It is a comprehensive campaign that covers own channels, programs, audio, press, sponsorships and outdoor advertising. Directed by Jack Driscoll of Academy and produced by Tom Cartwright, the commercial was shot in Prague in collaboration with Unit Sofa.

The campaign begins by reflecting on decades of refining the betting experience before moving on to customer-centric moments, underpinned by Numbered Reasons. Open numbering reflects the scale of the experience and benefits built over more than two decades and continuing to grow.

Alex Sefton, Global Marketing Director at bet365, said:

"At bet365, we've never been one to stand still. ' We know betting' reflects the 25 years we've spent perfecting what we do and, most importantly, how we use that knowledge to create the best possible experience for our customers.

'Reasons' is the first expression of 'We know betting', giving us a clear and secure platform to demonstrate, rather than simply tell people, why our experience matters. It's an exciting new chapter for bet365."

Drummond Central's Creative Director, Kevin Lynn, said:

'We Know Betting' is bet365 at its safest, and 'Reasons' puts the spotlight on the brand itself and asks what's behind the experience. We wanted the bet365 experience to be tangible rather than abstract, so every reason earns its moment on screen. It's a different kind of storytelling for bet365, but it's supported by 25 years of doing this better than anyone else."

The repositioning of the 'We Know Betting' brand doesn't end here. Every touchpoint will bring our new concept to life, including but not limited to digital channels, our app, social media platforms, sponsorships, partnerships, our customer communication and, of course, television.

bet365 is also proud to incorporate responsible gaming into the new 'We Know Betting' creative platform. We will continue our SAFE GAMBLING | bet365 campaign, and our responsible gaming message will be a central part of all 'Reasons' marketing.