UK marketing news source The Drum has reported that Toronto listed operator Amaya Inc has appointed Crispin Porter + Bogusky (CP+B Group) as its lead creative marketing agency for new sports betting brand BetStars.com
The appointment of CP+B Group as lead agency, follows last December’s soft launch of the BetStars Version 1 client by subsidiary PokerStars.
Amaya governance has continually expressed its core initiative of entering the European sports betting sector in order to extend its product offering and compete further against established operators.
CP+B Group will be tasked with leading the initial brand and marketing launch of BetStars, an account estimated m to be worth circa £10 million.
The international marketing agency has prior industry experience having been lead creative strategy agency for Paddy Power
BetStars will aim to fully launch in the UK market by Q1 2016, Amaya governance has stated that its entry into the marketplace will be a “game-changing category innovation”.
Chris Herd, Global Creative Director at PokerStars, commented on the appointment of CP+B Group as lead agency : ” CP+B rich experience in sportbook communications coupled with our gaming pedigree should be a potent combination.”
Richard Pinder, CP+B’s UK and International Chief Executive, added: “It is rare to be in at the start of such a journey for a brand, to help establish it and build the foundations for future success.”