Betway has launched ‘Evolution of Instinct’ – the first advert of its new cinematic campaign series, which aims to expand the international betting brand’s profile within Germany’s reformed online gambling marketplace. 

Munich advertising agency David+Martin has led the development of Betway’s new advertising series – replacing the betting brand’s former German market campaign ‘Mr Instinct’ which ran for the past two years.

Campaign notes saw Betway disclose that it wanted to position its brand as providing the ‘premium winning offer for online betting’ as ‘German online gambling begins its new evolution’.

Interim 2021 trading saw all European and domestic online operators cite tough adjustments to Germany’s new federal GlüNeuRStv Regime – forcing incumbents to modify their sportsbook and casino products to cater for marketplace restrictions and compliance duties.   

Despite facing tough market adjustments, Betway has entered the GlüNeuRStv Regime, undertaking a flurry of marketing activity. This summer, the bookmaker announced a trio of Bundesliga sponsorships, becoming the lead betting partner of Schalke 04, Eintracht Frankfurt and VFB Stuttgart.

The Bundesliga Clubs will be utilised by David+Martin in further Betway HD advertisements, which will be showcased during the remainder of 2021.

David+Martin is recognised as one of German marketing’s best brand exposure agencies, having led high impact and peak coverage campaigns for BMW, Netflix, Ritter Sport and Belvedere Vodka.