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Betfair Casino introduces ‘Brett & the New Slots’ in new campaign with Pablo to celebrate being the ‘home of new games’

Published

1 year ago

October 24, 2024

Reading Time: 3 minutes

Betfair Casino, part of the world’s biggest entertainment company, Flutter, has today launched with their creative agency, Pablo, a new campaign seeing the return of their ‘Brett Flair’ character, but this time with some new companions.

The new campaign, created by Pablo, builds on the success of the original Brett Flair campaign which launched in 2022, evolving this creative platform to new heights. It celebrates Betfair Casino as the ultimate ‘home of new games’, reminding players that exciting new slot games are released every week.

The campaign is born out of the insight that 70% of UK online casino revenue is driven by slot games, more than table games or live casino. Betfair found that almost a third of their overall player volume was driven by games launched in the same year, and given their Casino launches new games every week, this gave the brand a point of difference to demonstrate their credibility in a noisy marketplace lacking differentiation.

In true Casino fashion, the brand is back with a bang for the next instalment of their larger than life character ‘Brett Flair’, everyone’s favourite market stall holder, taking him to the next level of fame. But this time, Brett Flair is not coming back alone. He’s bringing an entire band with him, each member representing Betfair’s latest and best games dropping every week. Introducing ‘Brett & The New Slots’. Brett is joined by a Greek God, Fisherman, Cowboy and Miner, reminding players that with such a wide range of new games available weekly at Betfair Casino there’s something for everybody to enjoy.

Continuing the theme of catchy 90’s band nostalgia, the campaign sticks with parodying classic boy band hits, but moves on from the Backstreet Boys, ‘I Want It That Way’ to ‘Everybody’ to create a new jingle worthy of earworm status.

Staying true to his origins, Brett remains front and centre to the action with him and his band filming their latest music video in a market stall setting. ‘Brett & The New Slots’ play on the very best of 90’s music video style tropes, delighting us with synchronised choreography, home-made fan signs and elevated production, music and lyrics.

Brett Flair’s debut appearance was in 2022 following a new set of regulations from the Committee for Advertising Practice (CAP)coming into force. These changes led to Brett’s creation to ensure compliance in the new world of gaming. This latest campaign continues to build on Pablo and Betfair’s four year relationship, which is well versed in balancing compliance and driving stand-out in what is a very cluttered and noisy competitor landscape. In this campaign, ‘Brett & The New Slots’ bring a sense of nostalgia and fun, frivolous, entertainment into the world of gaming.

The two 30” TVC spots cover Brand and Safer Gambling messages. They were directed by Louis Bhose through Agile Films, creating the yellow market stall inspired music video with sound specialists Birdbrain bringing Brett’s version of ‘Everybody’ to life.

The TTL campaign goes live 24 October 2024, premiering ‘Brett & The New Slots’ across TV, VOD, OOH, social and digital.

The TVCs can be found here for download, with the Brand here on YouTube.

Lisa Marquis, Head of Gaming Brand & Propositions, Betfair said “The first Brett Flair campaign and its nostalgic theme was a hit with our casino audience, offering the standout and memorability we needed in a highly competitive market. Pablo has delivered in spades with this second campaign, which builds on the strengths of the original while delivering our core message about new games. The campaign is highly entertaining and aligns with our customers’ desire for fun, whilst also landing a message about responsible play through the introduction of our Gaming Time Check tool, ensuring players can enjoy themselves in a safe and balanced way.”

Tim Snape, ECD at Pablo said: “This campaign supports our long-standing relationship with Betfair, having recently launched a one shot trick ad for the Sportsbook and Exchange side of the business earlier this year. This execution is our second outing with the incredibly effective ‘Brett Flair’ character. It was time to turn the knob up to max in every way, so we’ve gone slicker, bigger, louder and prouder than ever before. We managed to secure another Backstreet Boys banger as the base of our new musical outing too so it’s 90’s fun from start to finish.”

Credits

Client: Betfair Casino

Head of Brand & Propositions: Lisa Marquis

Senior Brand Manager: Venetia Tabor

Brand Manager: Jennifer O’Kelly

Marketing Executive: Megan Hayes

Producer: Mikaela Benson

Creative Lead: Daniel Flynn

Agency: Pablo

Executive Creative Director: Tim Snape

Creative: Bex Conyngham-Hynes

Creative: Dan Scott

Planning Director: Chris Turner

Planner: Oliver Edridge

Managing Director: Harriet Knight

Senior Account Director: Charlotte Johnson

Senior Account Manager: Phoebe Snelson-Chiffers

Head of TV Production: Tom Moxham

TV Producer: Rebecca Forrester

Head of Project Management: Ben Mascari

Project Director: Kelly Watts

Project Executive: Emily Rutledge

Production:

Production Company: Agile Films

Director: Louis Bhose

Producer: Sarah Kirkby

Executive Producer: Fliss Hutcheson

Director Of Photography: Murren Tullett

Editor: Jack Williams @ The Assembly Rooms

Exec Producer: Emma Bewley

Post-Production: Agile Studios

Post Producer: Angie Broomfield

Creative Director (Post-Production): David Horsburgh

VFX Lead: Kevin Merien

VFX Artist: Thomas Dunleavy & Andrew Loughnane

Grade: Matthieu Toullet @ Company 3

Grade Assistant: Karl Pasamonte, Santino Napolitano & Jack Kennedy

Sound: Mike Bovill @ 750mph

Music Company: Birdbrain

Track: Backstreet Boys – ‘Everybody’

The post Betfair Casino introduces ‘Brett & the New Slots’ in new campaign with Pablo to celebrate being the ‘home of new games’ appeared first on European Gaming Industry News.

Latest News

From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025

Published

2 days ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: Belatra has been a steady hand in the slots world for a long time, but 2025 marked a distinct shift in strategy. By entering the Crash vertical with Goose Boom Bang and winning big at SiGMA Africa, the studio is clearly pivoting to capture the high-growth, high-frequency players in emerging markets. They are no longer just a “classic slots” developer; they are diversifying the portfolio to ensure relevance in regions like LatAm and Africa.

The Full Story

Belatra Games, the specialist online slots developer, has issued a strategic review of its 2025 operations, celebrating a 12-month period defined by entry into new game verticals, significant franchise expansion, and high-profile industry recognition.

The year was characterized by a dual strategy: deepening engagement in established markets while aggressively expanding its content portfolio to suit local preferences in emerging territories.

Portfolio Evolution: Crash and Battles 2025 saw Belatra move beyond its traditional slot roots. The company made its debut in the high-demand Crash game vertical with the launch of Goose Boom Bang, a title designed to tap into the fast-paced gameplay preference of younger demographics.

Additionally, the studio introduced a fresh game concept with the launch of Battles, a new format unveiled for the first time in 2025, with further development planned for 2026.

The ‘Mummyverse’ Expands For fans of classic slots, the highlight of the year was the aggressive expansion of the Mummyverse. Belatra nearly doubled the size of this franchise over the year, making it the most extensive game universe in their entire catalog.

The developer also focused on B2B localization, releasing a number of exclusive bespoke games created specifically for selected operator partners to meet specific local market tastes.

Awards and Recognition The company’s strategic shifts were validated by industry accolades. Belatra secured over 30 nominations throughout the year, with standout wins including:

Best Slot Provider (awarded by BitStarz).
Most Played Game of 2025 for Make It Gold at the SiGMA Africa Awards.
Player’s Pick Award.

Management Commentary Misha Voinich, Head of Business Development at Belatra, commented on the studio’s momentum:

“This year has truly defined who we are as a studio – ambitious, creative and focused on building long-term partnerships. We’ve expanded our universes, launched new ones and entered exciting new markets that will all help us carry this momentum into the New Year.”

The post From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025 appeared first on Gaming and Gambling Industry Newsroom.

Latest News

‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch

Published

2 days ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: The “Instant Game” vertical (Crash, Plinko, Mines) is becoming crowded, but Ebaka Games is cutting through the noise with a distinct brand personality. By securing BMM Testlabs certification so quickly after launch, they are signaling to Tier 1 operators that despite their “chaotic” marketing vibe, the math underneath is solid and compliant. The backing of industry veteran Dmitry Belianin also adds immediate commercial credibility to the startup.

The Full Story

Ebaka Games, the fledgling studio that promises to bring “chaos and soul” to the iGaming sector, has outlined an aggressive growth strategy for 2026 following a landmark launch period in late 2025.

The studio, which officially debuted in November, reports that its initial rollout reached more than five million people worldwide. The launch saw its portfolio go live with the operator Menace, serving as the initial testbed for its mechanics and “Ebaka modes.”

The Product: Instant Games with Personality Ebaka is bypassing traditional slots to focus on the high-growth vertical of fast-paced, instant-win games. Their initial lineup includes:

Plinko
Mines
Tower
Limbo
Crash

Differentiation is achieved through unique mascots and signature gameplay tweaks designed to offer high win potential and distinct visual identities, moving away from the generic interfaces often found in this genre.

Regulatory Milestone Crucially for its 2026 roadmap, Ebaka Games has confirmed it has secured certification from BMM Testlabs. This accreditation validates the fairness and integrity of its RNG (Random Number Generator) and game engines, removing a major barrier to entry for regulated markets. With this certification in hand, the studio plans to launch with a number of “major brands” in the coming year.

Management Commentary Vitalii Zalievskyi, CEO of Ebaka Games, commented on the studio’s unorthodox approach:

“It’s only been a few weeks since we first introduced Ebaka Games to the world. The feedback has been breathtaking, and it vindicates the decision for us to take a different path to the rest of the industry. You don’t need huge marketing budgets to grab people’s attention if you are building something truly innovative.”

Industry Backing The studio describes itself as being “created by players for players” but boasts significant industry firepower in its corner. The team includes Dmitry Belianin, a well-known figure in the sector who is the co-founder of Blask and Menace, as well as Managing Partner at Already Media.

The post ‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch appeared first on Gaming and Gambling Industry Newsroom.

Latest News

Racing Meets Nightlife: SBK Backs ARC’s New ‘Friday Night Live’ Series

Published

2 days ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: British racing has a well-documented demographic problem; its core audience is aging. “Friday Night Live” is a direct attempt to fix this by blending high-stakes racing with the “experience economy” (DJs, nightlife vibes) that appeals to Gen Z and Millennials. Bringing SBK on board—a mobile-first, app-only sportsbook—is a perfect demographic fit, while the Racing Post adds the necessary credibility to ensure the actual racing product remains the focus.

The Full Story

Arena Racing Company (ARC) has unveiled the strategic commercial lineup for its upcoming Friday Night Live series, confirming SBK as the Exclusive Betting Partner and The Racing Post as the Official Media Partner.

Set to launch in January 2026, Friday Night Live is a new initiative created in collaboration with youth-focused events company INVADES. The series is designed to overhaul the traditional race day experience, featuring fast-paced fixtures under floodlights, DJ sets, and significant entertainment elements sandwiched between races.

The Commercial Deal

SBK: As the exclusive betting partner, the Smarkets-owned sportsbook will take naming rights and on-course branding for all 35 races. Crucially, these races will be broadcast live on mainstream television via ITV Racing as well as Sky Sports Research.
The Racing Post: As the Official Media Partner, the publication will provide content, coverage, and promotion across its digital platforms, aiming to bridge the gap between established racing purists and the new audience ARC hopes to attract.

A High-Stakes Experiment The series is not just a marketing exercise; it carries serious sporting weight. Each of the five scheduled nights will feature over £200,000 in prize money. The fixtures will rotate across three of ARC’s all-weather tracks: Wolverhampton, Newcastle, and Southwell.

Management Commentary David Leyden Dunbar, Group Director of Commercial Strategy at ARC, was clear about the target audience:

“We have been very clear that one of the aims of Friday Night Live is to engage the next generation of racing fans… Both [partners] have shown real enthusiasm to work with us… as well as using the platform that these fixtures will offer them to also engage with more established racing and sports fans.”

Adam Baylis, Marketing Director at SBK, added:

“Friday Night Live [is] a fresh and engaging concept that brings a new energy to British racing. SBK has always been built around sport… our focus is on enhancing the live race day experience in a fun, social and responsible way.”

The 2026 Schedule The series kicks off immediately in the new year: