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AgencyUK appointed to create new ibet brand ahead of Euro2020 launch

By The Drum Network, Staff Writer

February 24, 2020 | 3 min read

ibet is the new online gambling platform developed by Silicon Valley, with potential to become the standard by which all future online gambling platforms are measured. By marrying together emerging technology, ibet will provide more immersive user experiences that brings players closer to the live sports they love. The rapid scale of eSports has provided a rapid shift in R&D and technological advancement, all of which is supporting richer, more secure playing environments.

Following success in Asian markets, the senior team at ibet has turned its attention to Europe by incorporating the Claymore Group of gambling brands and hiring a team of industry veterans. Alongside them, COO David O’Callaghan has been instrumental in the user design and operational development of the platform, and is leading the launch of ibet ahead of Euro 2020 this summer.

AgencyUK has been appointed by ibet to develop the brand's identity and support its rollout across a number of European territories.

David O’Callaghan, COO, ibet, says: "We were pleased to appoint AgencyUK after consulting with a number of European brand communications agencies. The AUK team has a significant amount of experience launching and supporting gaming brands that have a commitment to improving the gambling experience for players. ibet is a new type of platform where we’ll be able to push the technology to provide safer and more secure playing environments. One where we can enable our customers to have more visibility and control over their gambling behaviours."

The AgencyUK team have worked with Ladbrokes, Coral and Gala for a number of years across a number of their sports betting and casino brands.

Sammy Mansourpour, managing director at AgencyUK, says: “We understand the current European legislation, and the future of regulatory procedure, so we are better placed to unleash our creativity in ways that are disruptive and ethical. ibet has the potential to be a real step change in the European markets, and we’re excited about where the brand and Euro 2020 will take us."

AgencyUK was ranked the UK’s top independent agency in 2019 by The Drum and has previously won the highly regarded creative D&AD award for their advertising work with Hornby.

Founded in 2008 as an integrated brand communications agency with a high level of expertise in emerging technology, web and eCommerce sitting alongside strategy and creative, AgencyUK has become a known in Europe for operating across a number of industry sectors, including food, drink, retail, health, wellbeing, financial and pharmaceutical. Today the AgencyUK team work with international brands as well as direct to consumer businesses.


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