To launch its casino and sportsbook platform in Ontario, BetRivers needed to stand out from competing operators and the influx of advertising surrounding the launch of legalized gambling. Paradigm created an integrated campaign using the tagline “It’s a Whole New Game” to introduce the brand to consumers and show that BetRivers award-winning customer service puts it in a class of its own in online gaming. The campaign showed the fun, approachable side of the brand with two casino spots and three sportsbook spots featuring broadcaster Dan O’Toole, which launched during the 2022 Winter Olympics. The campaign was supported with out-of-home and digital advertising.
