Sports betting operator SBK recently launched its first fully AI-driven advertising campaign, creatively managed, designed, and produced by The Tenth Man, with the slogan "No Gimmicks Betting." This advertisement will be broadcast simultaneously with the new Premier League season, highlighting SBK's commitment to fairness, transparency, and offering the best odds.
This advertisement was produced by The Tenth Man, founded by former Paddy Power advertising director Ken Robertson. Robertson stated: "We want to show what happens when you discard exaggerated gimmicks and use artificial intelligence to push the boundaries of creativity. AI is not the goal, but a means to make creativity bolder and more efficient."
In the advertisement, a bull breaks through the walls of a regular betting shop, destroying neatly arranged "free spin" slot machines, symbolizing SBK's break from traditional marketing tactics, emphasizing real value over flashy gimmicks.
The campaign also introduces a feature that instantly notifies players whether the operator is offering the best odds or not. SBK's marketing director Adam Baylis said: "'No Gimmicks Betting' reflects our financial industry background's principles of fairness and transparency—no exaggerated promotions, just focusing on the best experience."
The advertisement is now live on SBK's digital and social platforms and will be strategically deployed during Premier League matches. Additionally, SBK has also become the official betting partner of Huddersfield Town Football Club and Bradford City Football Club, further expanding its influence in the football betting market.
