UK betting operator Sky Bet has announced its latest product offering, ‘Sky Bet AccaFreeze,’ in partnership with marketing agency Grey London. The company says that the new product introduces a “unique, market-first” feature to the world of accumulators.
To launch this initiative, Grey London, Sky Bet’s creative partner, has created an awareness campaign titled ‘End the game your way.’ As per Sky Bet, the full 360 media campaign promotes this new “milestone” in the betting category.
Grey London was appointed as Sky Bet’s integrated brand strategy and creative partner in January 2023, with the brief to ‘lead the brand into its next phase of growth.’ AccaFreeze is the first collaboration between Grey London and Sky Bet.
“Sky Bet has long been the home of innovation in the gambling industry. We’ve all created an acca that’s let us down at the last hurdle, so we’re now giving fans the ability to take control and end the game their way. This is our first campaign with Grey, ahead of what’s going to be a stellar start to next year, and we couldn’t be happier with the direction we’re heading in,” said Leigh Peacock-Goodwin, Head of Brand and Sponsorship.
The company says that Sky Bet AccaFreeze provides “an additional level of control to your accumulator.” In a 5+ match result bet, when one of the selections is winning, customers have the power to lock in the result in play.
Regardless of the final match outcome, that leg of the accumulator will pay out at the initial price. As per Sky Bet, this innovation “extends the enjoyment and tactical aspect of accumulator betting beyond kick-off,” as customers can strategically choose when to deploy their freeze token.
To launch this new feature, the campaign demonstrates how Sky Bet has given over control to the football fan, allowing the bettor to ‘End the game your way’.
The TV spot aims to show how the fan holds the power with Sky Bet AccaFreeze; building up the tension in an upcoming football star getting the opportunity to “come on and score” the equalizing goal after months of hard graft, painful training, and countless ‘Top Bins’, before suddenly having his dream come to an abrupt end as he’s frozen by a fan who wants to end the game their way.
“When we began our partnership with Sky Bet earlier this year we couldn’t have possibly hoped for a better relationship than the one we have built with the team. This project signals our first creative outing together and serves as a prelude to a transformative 2024 for the brand. Top bins only,” said David Wiggleworth, ECD Grey.
