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Marketing Campaign of the Year Goes to 888

One of the world's most popular online operators, 888 Holding Plc., has won the marketing campaign of the year award at the 2017 Gaming Intelligence Awards (GIA). To be more specific, one of their subsidiaries, 888 Sport, was awarded this prestigious award. They beat the full bloom of other online gaming companies to achieve this title.

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Marketing Campaign of the Year

The GIAs aim to reward the excellence of the online gambling industry’s leading operators and suppliers. They also present a special award for the industry’s most socially responsible company.

The marketing team at 888 Sport was able to launch an elaborate campaign via Recipe Advertising Plc. In creating this campaign, they were also able to take full advantage of the different sporting fixtures and tournaments that were held throughout the summer of last year. They created a promotion that resonated with their target audience. The resultant TV commercial featured the tag line “Take ’em on.” While it seems quite ordinary on the surface, the innovative approach involved taking over London taxis and daily newspapers in the United Kingdom. This significantly increased their reach; beyond those that lurk on the web looking to place a bet. The exact message that was being communicated via such offline efforts was ‘Treble the Odds.'

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Advertising Agency success

Recipe Advertising is a creative advertising agency based in central London in the U.K. They are a creative agency, fit for the digital age. They offer advertising, branding, strategy, post- production for the digital, mobile and social platform.

The GI awards themselves recognise the very best in the industry. It therefore comes as no surprise that the judging process was also very thorough. The judging at the Gaming Intelligence Awards was led by a panel of industry experts. The panellists had to go through in- depth submissions. They also had to conduct face to face interviews and apply independent research to determine the winners.

888 Sport already has sponsorship deals with four of the major Championship Football clubs under their belt. The company is now on the lookout for new opportunities. There is no doubt that these will be utilised to promote the brand in innovative ways throughout 2017.


Itai Pazner, the Head of B2C at 888 Holding Plc., said, that 888 Sport is a popular yet growing brand name and the company has to pay particular attention to ensure their marketing efforts align with their overall goals.

He said, “888Sport is a rapidly growing brand, increasingly recognised by customers for a first class betting product, with great features and fantastic odds. Therefore it’s important that our approach to marketing the brand both above and below the line is reflective of our disruptive and customer-centric offer. We are delighted that we have won this fantastic award, which is testament to the hard work of all 888Sport employees.”

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888 Sport

888sport is subsidiary of 888 Holdings Plc; an online bookmaker based and licensed in Gibraltar. The company predominantly provides sports betting services. The company was founded in March of 2008. They facilitate betting on events such as horse racing, football, basketball, tennis, golf, rugby and many other sports for the European market. In addition, 888 Sport also offers access to other entertainment sites that are gathered under the 888 brand umbrella. The sites offer online casino, poker and bingo services for their fans.

The company is known to describe itself as ‘mobile first.’ One- third of their business to customer (B2C) revenues in the UK come from mobile devices. The company offers their service through their international betting website and mobile app in the UK, as well as localised sites and apps in Spain, Denmark, Romania and Italy.

Over the years the company has also established a strong relation with many sports teams and events. 888 Sport began their sport sponsorship venture with a sponsored stand at the Fontwell Park in 2010. This was followed by a deal with the former Spanish national team footballer, Santiago Cañizares, in 2011 and one with former English professional footballer, Ian Wright, in 2012. Channel 4 Racing presenter, Emma Spencer, joined the company in 2014 as horse racing expert. Over the years, they have also sponsored several sports team, including Birmingham City F.C., Sevilla F.C. and the Rødovre Mighty Bulls and a number of sporting event, including the Giro d’Italia, the World Grand Prix, the Tingle Creek Chase and the 888sport Charity Sprint in York.

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