Online gambling operator Betsson has launched a new global marketing concept titled “A Bet Makes the Difference,” a campaign that “reinforces earlier messages that betting is more about elevating excitement rather than big wins.”

The recently developed commercials, primarily created in-house, constitute Betsson Group's most ambitious production yet and will be initially unveiled across more than 10 European and Latin American nations, the company said.

The campaign comes as Betsson Group's leading brand, Betsson, demonstrates notable growth, especially in Latin America, where it recently secured the role of primary sponsor for the renowned soccer club Boca Juniors in Argentina.

“As we expand our presence across various markets, we have established an in-house international creative hub. I am really excited to unveil our most ambitious commercial yet, solidifying Betsson as the most exciting brand in the industry,” Jesper Svensson, CEO of Betsson Group, said.

At the core of the concept is “the inherent excitement of betting rather than fixating solely on winnings,” says the company. Kay Höök, Global Brand Director at Betsson, explained: “While we can't control the excitement of a match or guarantee wins, we can assure our customers that placing a bet, small or big, will amplify the excitement.”

“While many other betting companies focus on big, quick wins, our emphasis lies in cherishing the excitement itself and the heightened entertainment that a bet provides,” Höök added.

To underscore this message, the commercials illustrate how an apparently ordinary and lackluster match becomes an extraordinary and immensely exhilarating experience when a spectator places a bet, Betsson explains.

Directed by Rodrigo Saavedra, a multi-award-winning director, the film unfolds in a fervently charged environment, resembling the production quality of well-established global lifestyle brands. Even for casino, the commercial strives to highlight betting's entertainment value rather than the usual emphasis on victorious moments.

“Our goal is to enhance the entertainment value and intensify the excitement for our customers. While potential winnings remain a possibility, we don't want the prospect of winning to define our communication. Our message is that when you gamble responsibly, you will enjoy the excitement even if you don't win,” Kay Höök added.