CP+B London Scoops Lead Strategy & Creative for BetStars Launch

Crispin Porter + Bogusky London has been named the lead strategy and creative agency for the launch of BetStars, the first dedicated sportsbook offering from Amaya Inc., parent of PokerStars.

The win, which followed a three-way pitch, offers CP+B an opportunity to mine its extensive betting category experience built up over the three and a half years the agency handled the Paddy Power business, before parting company with the Irish bookie in March.

BetStars’ new sportsbook offering will launch in the UK and across a number of European markets from the start of 2016 and places game-changing category innovation at the heart of its offering.

Chris Herd, Global Creative Director at PokerStars, explained: “We’re delighted to be partnering with CP+B for this key launch. Their rich experience in sportbook communications coupled with our gaming pedigree should be a potent combination."

CP+B’s CEO UK and International, Richard Pinder, stated: “It is rare to be in at the start of such a journey for a brand, to help establish it and build the foundations for future success, we couldn’t be more delighted to be partnering with BetStars for this launch."

Work will include 60 second launch spots as well as multiple shorter-length in-play spots, digital, OOH and print.