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Bicycle Launches first MX work for Virgin Bet


Jun 12, 2021

New work alert!

We're excited to announce the launch of our first MX, CX and UX project for Virgin Bet: 'Bring on the Game Changers'.

Today marks the official launch of our first work with Virgin Bet, with a new campaign that is set to see the fast growing sportsbook brand take on the more established players within the UK sports betting market during UEFA Euro 2020.

Underpinned by the strategic idea of ‘Betting, but Virgin’ and using the line ‘Bring on the Game Changer’, the work sees a unification of customer, user and media experience to create a more compelling, powerful ‘customer first’ campaign across app, site, promotion and advertising.

The campaign includes a new version of the market-leading free-to-play game ‘Virgin Bet Fives’. The game is set to run for the duration of the summer tournament and will offer customers the chance to win cash for goals scored by ‘revealed’ players selected each day. In addition, there will also be the deployment of disruptive media formats, including a series of outdoor dominations and banner formats across major cities throughout the UK.

Ric Leask, Marketing Director of Virgin Bet, said: “We are thrilled to be working closely with Bicycle London as we kick off an exciting new relationship together. ‘Bring on the Game Changer’ is a campaign that demonstrates our unique approach as a sportsbook, which puts real user experience at the heart of our offering during a summer of huge excitement for football fans.”

Henry Daglish, CEO, Bicycle London, said: “We’re delighted to bring to life our MX proposition in such an exciting, bold way so soon in our existence. Virgin Bet is a dream client and this is just the start of the journey with them”.