The Betclic Group has launched a new TV advertising campaign called ‘Zakadamy si od Zawsze’ (‘Betting since Forever’) to freshen its brand image in Poland.
The HD campaign, co-produced by Warsaw ad agencies 180HeartBeats and JUNG-v-MATT, attempts to highlight Betclic’s reputable status as one of Europe’s oldest online sportsbooks.
According to Bartomiej Poskonka, national manager for Betclic Poland, the French betting business needed a “stand-out advertising campaign” to help it achieve its Polish market growth goals.
“We figured stepping outside would allow us to stand out. That is why we were looking for an idea that would push us into new directions,” Płoskonka commented on the campaign.
In 2018, Betclic returned to the Polish sportsbook sector, which had been substantially modified by Poland’s Treasury imposing a blanket 12 percent tax on all online wagers, causing the bulk of foreign operators to leave.
Since the exodus in 2018, Graj Legalnie, Poland’s legal gaming trade group, has followed local incumbent STS Poland and Czech counterpart Fortuna Entertainment’s near-market dominance, with each holding a 50 percent and 25 percent share of Poland’s regulated market.
Betclic continues to pursue its worldwide growth plan, aiming expansion of the Betclic brand in underserved markets such as Poland and Portugal, despite having hit “peak capacity” in its home market of France.