Online gambling brand betr takes on market leaders with TBWA\Sydney campaign

Sports betting brand betr has launched a refreshed brand platform, Ahead of the Game, rolling out a national campaign created by TBWA\Sydney aimed at challenging category leaders in Australia’s highly competitive online gambling market.

The work positions betr as a challenger brand looking to break from category conventions, using an enigmatic character known simply as “The Goat” to embody its ambition to stay ahead of competitors in a crowded betting market.

Developed in collaboration with media agency PHD and production company Good Oil, the campaign leans into a bolder, more contemporary tone, deliberately moving away from familiar sports betting tropes and clichés.

Tony Thomas, CMO of betr, said the category was ready for something more distinctive.

“The market has been crying out for something more distinctive, and interesting in the sports betting space. At betr, we’re not interested in being part of the herd. This campaign, featuring The GOAT, talks to our ambition to stay ahead of the game & two steps ahead of the competition,” Thomas said.

TBWA\Sydney chief creative officer Matt Keon said the idea was built around a literal and symbolic interpretation of the GOAT as a character that is always one step ahead.

“In terms of disruption, we have genuinely disrupted the betting category,” Keon said. "A category stuck in over stereotyped cliché portrayals of Aussies and created something distinctive that can work across all channels in potent ways.”

The campaign features a series of films produced by Good Oil, with practical animatronics created by Oscar-winning studio Wētā Workshop. Post-production was handled by ARC Edit, with visual effects by Fin Design & Effects and sound by Sonar Music. The work is running nationally across all major channels, supported by PHD Media.