Major Advertising Campaign on the Way

23 Red, the British advertising company, has been contracted by the Betfair group with the intention of launching a major advertising campaign to promote its online casino, Betfair-branded poker website and “exchange games”, which allow online gamblers to bet against other players, instead of the house.

23 Red has already developed a drive to boost participation in the Betfair Asian Poker tour, Singapore's first such tournament, which is scheduled for 12-17 November. Now 23 Red, which won the business in a competitive pitch, has been handed the task of developing a range of digital communications, supported by offline activities across direct and broadcast media.

23 Red was founded in 2000 and today boasts a staff of 35, working on integrated communications programs for companies like PlayStation, Bacardi Martini, Tizer, Ladbrokes and Novartis in the UK and throughout Europe.

The online gaming market has been hit by the introduction of legislation in the US that bans online firms from taking bets from US citizens. Betfair, which has no US customers, escaped unscathed. Now it is planning an aggressive growth strategy to capitalize on the uncertainty in the market as its rivals re-align their business models toward non-US customers.

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