Instead, it’s an ode to sporting bettors.

There is no question that online betting has made sports gambling take off with a new younger audience. ParionsSport, the sports betting brand of France’s Française des Jeux, offers both online and point-of-sale betting. It has the dominant position in the market. But it also has increasingly fierce competitors.

So ParionsSport asked Rosapark to seek out the brand’s most important target, and the most difficult – expert bettors. They’re highly experienced and highly demanding.

Firstly, the brand developed two new applications that offer a wide range of bets and products more adapted to expert bettors’ uses. Then Rosapark revisited its brand message. The result is two films called We Are The Bettors – two odes to bettors, that bond them to ParionsSport by showing that the brand “gets” them more than anyone else and celebrating them, much like we celebrate those who play the sports on which gambling is based. (The title of the films probably gives you an idea of reference the agency used.)

Sacha Lacroix, general manager, Rosapark explained, “To become the preferred brand of expert gamblers, you have to go after them by showing them that you love them and that you understand them better than anyone else. To understand this target is to understand that they are gamblers like no other, that they bet with more intensity. For them, the tension, the stakes of the bet are sometimes even higher than those of the match itself.”

“Our ambition was to develop a powerful, impactful campaign with a real personality that stands out from the competition, and even more broadly, from major sports brands,” added Jean-François Sacco, co-founder and creative director of the agency.

Director, Daisy Zhou, was given the job of glorifying the community of expert gamblers, each with his or her own rites, habits. The films’ music was remixed by Else with the voice of rapper, A2H, added to reinforce the film’s emotional and powerful character.

The campaign began on September 1.

Credits:

Agency: Rosapark

Creative Durectors: Jean-François Sacco & Gilles Fichteberg

Copywriter: Nicolas Gadesaude

Art Directors:  Julien Saurin, Hugo Dupuis & Cyril Haoual

Strategic Planner: Sonia Guitz

Head of TV Prod: Elodie Jonquille

Art Buyer: Louise Bertin

Print Producer: Justine Dudognon

PR: Mélanie Colleou

Co-founders: Jean-Patrick Chiquiar, Jean-François Sacco & Gilles Fichteberg

Managing Director: Sacha Lacroix

Business Director: Soraya Cottin

Marketing Manager: Charlotte Permasse

Advertising Manager: Léna Maignan

Production Company: Boogie Nights

Director: Daisy Zhou

Post Production: Small

Sound Producer: Schmooze

Music: Else

Client: ParionsSport

Director of Sports Betting, FDJ: Richard Courtois

Marketing Manager ParionsSport: Karl Lorenzon

Media and Advertising Manager, ParionsSport: Alan Le Bras