The sports betting platform Esportes da Sorte launched this Tuesday (25), at halftime in the final of Big Brother Brasil on Rede Globo, its new advertising campaign.
In addition to the commercial and advertisements with photos, videos and art, the “new players” in the betting business also presented an official, personalized landing page and profiles on the main social networks. After the repercussion on digital media, advertising was also carried out at bus stops, billboards and banners in the capitals of eight Brazilian states: São Paulo, Rio de Janeiro, Minas Gerais, Pernambuco, Bahia, Ceará, Goiás and Rio Grande do Sul.
In the commercial aired during the break of the BBB 23 final, the platform shows its new slogan, "It's much more than Bet". The action makes a joke with the other competing sites that, for the most part, have the word ‘bet’ in their names.
In recent days, the brand promoted the arrival of four "new" bookmakers to the Brazilian market. With profiles created on social networks, the following pages were launched:
“There are numerous betting companies in the country, several with very similar names. Our objective was to show people that Esportes da Sorte stands out not only in its name, but also in its performance, dialoguing with different segments and delivering a quality service,” said Ícaro Quinteiro, Chief Marketing Officer (CMO) of Esportes da Sorte about the new campaign.
“Esportes da Sorte is a communication phenomenon. The fact that, today, it is the bookmaker with the largest number of followers in Brazil is a reflection of a way of speaking that is closer to its audience, with a personality strongly marked by entertainment. To reinforce the idea that we are, in fact, unique, we needed to look for a language that was really different from all the Bets in this campaign. A new slogan wasn't enough: our mission was to create something that would be kept in people's memories,” reinforces Raphael Pinteiro, creative director at Brenda, the agency responsible for the action.
Esportes da Sorte sponsors from teams to TV shows
Founded in 2016, Esportes da Sorte has invested heavily in advertising: In football, the company sponsors ten clubs (Athletico Paranaense, Grêmio, Bahia, Goiás, Novorizontino, Guarani-SP, Vila Nova-GO, Londrina, ABC-RN and América -RN).
The bookmaker is an advertiser in FIFA competitions that are broadcast on Cazé TV, by youtuber Casimiro Miguel, and has insertions in the Flow Sport Club podcast.
It is one of Globo's football quota holders, with insertions in the Copa Libertadores de America games, and maintains commercials and advertising on sports channels such as SporTV.
In the universe of games, the company sponsors the Flamengo eSports team.
The platform has partnerships with the actor and digital influencer Carlinhos Maia, with the surfer and former BBB Pedro Scooby, with the influencer Virginia and with the singer Zé Felipe.
With so many properties, the BBB sponsor recently became the first bookmaker operating in Brazil to reach the milestone of 1 million followers on Instagram. In 2021, before starting the sponsorship agreements, the number was 70,000.
In terms of the market, between 2021 and 2022, Esportes da Sorte grew by 5.219% in the number of transactions carried out in its system, which resulted in an increase of 6.927% in its revenue.
Source: GMB
