Online betting company Betway has revealed it is planning to spend more than £10 million on a TV ad campaign in a bid to build the brand across Europe.
Almost three-quarters (£7.45 million) of the budget is earmarked for the UK, with the rest to be spent across Spain, Italy and Denmark, which are currently Betway’s key target European markets.
Set to run across a broad range of channels, the ad will also feature on video on demand platforms and will continue to build upon the themes set out in Betway’s debut 2012 campaign.
The ads will showcase that Betway games can be accessed via a range of devices, and will be designed to appeal to the increasing number of women who play online.
The TV ad campaign follows Betway’s decision to sponsor Trinity Mirror’s Fantasy Football platform for three years, and its expansion into social gaming through a partnership with Clickfun Casino.
Betway chief executive Richard Akitt, commented: “Our first foray in to TV advertising in the UK earlier this year has been highly successful and has added substantially to our player numbers. We intend to emulate and indeed build on this success next year in the UK where we are gathering momentum against our competitors.”