Betway launches new bingo offering by sharing another chapter of its 'Betway Stories' campaign

Betway has revealed the latest chapter in its ongoing Betway stories campaign to celebrate the launch of its new bingo proposition.

‘Lucy’ tells the story of a young hairdresser who regularly has to decline invites from her older clients to join them at the bingo as she’s “too young” to get involved. But the real truth is she’d rather play online with Betway Bingo.

“The launch of Betway Bingo completes our line-up of first class gaming products,” said Anthony Werkman, head of marketing at Betway.

“This latest launch allows us to connect with another key gaming demographic who have been keen to see bingo added to our established line up of existing gaming options… In 2014 the Betway website and product portfolio has seen a major revamp in both usability and aesthetic, this overhaul continues with the launch of Betway Bingo.”

Lucy’s Betway story follows the launches of Betway Sports fan Frank’s story and the tale of Terry promoting Betway Vegas. A fourth Betway story focusing on Betway Casino will round off the series, following regular casino player Dan (shown below).

All four creatives, including ‘Lucy’ which will debut on TV screens on Friday (1 August), have been developed by Betway’s advertising agency Above+Beyond who has held the Betway account since 2012.

The latest launch forms part of Betway’s refreshed visual identity and brand vision, overseen by Mucho and The Brand Conspiracy.

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