Betclic Group has moved to refresh its brand image across Poland, launching its new TV advertising campaign – ‘Zakładamy się od Zawsze’  (‘Betting since Forever’). 

The HD campaign co-produced by Warsaw advertising agencies 180HeartBeats and JUNG-v-MATT aims to showcase Betclic’s trusted credentials as one of Europe’s longest-serving online sportsbooks.

Bartłomiej Płoskonka, country manager for Betclic Poland, detailed that the French betting group required a ‘stand-out advertising campaign’ to advance its Polish market growth ambitions.

“We figured stepping outside would allow us to stand out. That is why we were looking for an idea that would push us into new directions.” Płoskonka commented on the campaign.

In 2018, Betclic returned to the Polish sportsbook market, which had been drastically reformed by the imposition of a blanket 12% on all online wagers by Poland’s Treasury – resulting in the majority of foreign operators exiting the market.

Since 2018’s exodus, Graj Legalnie – Poland’s legal gaming trade association – has tracked the near-market dominance by domestic incumbent STS Poland and Czech counterpart Fortuna Entertainment, maintaining a respective 50% and 25% share of Poland’s regulated marketplace.

Having reached ‘peak capacity’ within its home market of France, Betclic continues to advance its international growth strategy, targeting expansion of the Betclic brand in underpenetrated markets such as Poland and Portugal.