Betfair Launches “This is Play” TV campaign

Betfair has enlisted the help of a heroic octopus to launch “This is Play”, a new World Cup brand campaign, ensuring the memory of Paul the Octopus will swim on.

The integrated promotion, which spans TV, digital and press, is dramatized by the giant sea creature that mirrors customers’ ability to use technology by playing four simultaneous games of table tennis.

The online betting provider said the ploy is a deliberate move away from industry stereotypes and will run as part of the company’s Gold partner deal with ITV’s World Cup coverage, set to reach a wide recreational audience.

Brand Director Mark Ody said: “Betfair’s innovative products offer our customers something totally unique, so now our advertising is unique to access a whole new recreational audience at the World Cup.

The adverts move away from industry stereotypes because Betfair itself is different; products such as “Cash Out” and “Price Rush” give our customers better tools to play with. Simply put, we supercharge our customers betting experience”.


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