A deal signed with 23Red, an advertising company based in the United Kingdom, is expected to boost Betfair’s reputation as a poker king. The online gambling firm has contracted 23Red’s advertising services to launch a major new marketing campaign based around the firm’s online casino.

23Red was employs a team of 35 and was established in 2000. Its previous clients include Barcadi Martini, Ladbrokes, PlayStation and Novartis in the UK and across Europe. The advertising firm won out in a competitive round of bidding to secure the Betfair deal and will now be responsible for developing a range of digital communications, supported by offline activity across direct and broadcast media. The aim of the campaign will to be to attract as much attention as possible from gaming enthusiasts and gambling media to the Betfair Asian Poker tour scheduled to commence on the 12th November.

Betfair has recently avoided the troubles experienced by those online gaming firms with US-based clients, many of which have been adversely affected by the US government’s decision to introduce anti-gambling legislation. While the firm has never accepted bets from US casino fans, it is now focusing its efforts on taking advantage of the general uncertainty in the industry as its competitors re-organize.

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