theScore Bet unveils Ontario fall campaign spotlighting sports betting and media integration


Sports betting operator theScore Bet has launched its fall marketing campaign in Ontario ahead of the new NFL season. The campaign builds on the brand’s established creative with two new commercial spots illustrating the combined media and betting experience offered through theScore and theScore Bet. 

The 30-second-long commercial spots feature intertwined characters personifying theScore and theScore Bet to showcase the brand’s betting experience. When summoned, the characters are at the ready to deliver relevant betting-related content paired with betting markets “to help bettors seamlessly place an informed wager – ultimately differentiating theScore Bet from the competition.”

“This new campaign supports one of our core product differentiators – a completely synced up media and betting experience between theScore media app and theScore Bet sportsbook,” said Aubrey Levy, SVP of Content & Marketing, theScore.

“Our view is that when media is integrated with betting the right way, it provides for an enhanced and improved user experience. Using familiar creative elements, these spots highlight how our products bring media and betting together in one intelligent ecosystem, ultimately differentiating us from other offerings.”

The PENN Entertainment-owned company’s media and betting platforms work together to serve customers through access to in-depth data and analysis, personalized markets and the ability to place wagers within one ecosystem. In addition to the television commercials, the campaign also includes digital and out-of-home assets. 

theScore Bet worked in partnership with Toronto-based marketing agency Diamond on the campaign creative and strategy. The spots were directed by comedy veterans The Director Brothers, Ryan McNeely and Josh Martin.

With theScore Bet plus theScore’s in-depth sports data and analysis, making informed bets is a streamlined experience. As a key differentiated offering in the category, it was time to make that clear,” said Jordan Cohen, Creative Director, Diamond.

theScore Bet is a natively built mobile Sportsbook and Casino product available in Ontario. Available on mobile and desktop, theScore Bet promises “an immersive mobile sports betting experience,” including a range of pregame and in-play bet types across all major sports leagues and events. The platform integrates with the company’s media app, theScore.