Betway: advert-body-1 by Above+Beyond

Betway, the global online betting company, is launching two new episodes under its “For the Love of the Game” platform, taking inspiration from the golden age of cinema.

Created by Above+Beyond, the campaign breaks on 6 August in the UK and Germany, and will roll out across TV, online, digital, out-of-home and press.

Two new storylines have been created, ‘Temple’ and ‘Lair’, each dramatizing the ‘For the Love of the Game’ campaign thought, that when the game’s on everything else is a mere distraction. Both episodes were produced using Above+Beyond’s Modular approach, where multiple storyline variants are tightly plotted and shot to create a flexible, rapidly deployable toolkit that can be combined to create a large number of distinct narratives and different communication needs throughout a campaign's lifecycle. The technique also allows the brand to work at the cutting edge of real time advertising and collaborate with broadcasters to display real time betting odds.