Harrison Fraser

Creating brands,
creating places


The Thrill of the Game

  • Strategy
  • Identity

Consumer appetite for gaming and sports betting continues to grow rapidly and has been turbo-charged during the pandemic.  As one of Europe’s leading multi-channel gaming entertainment businesses, OlyBet is looking to capitalise on that demand and to build a clearly differentiated brand that is highly compelling for today’s consumers.

H:F has partnered with OlyBet to develop a brand proposition for the future which will reinforce its leadership position in existing markets, from the Baltics to Spain, and support its ambitious plans for international expansion and global sports sponsorship. The brand proposition is built around the Thrill of the Game – that sense of anticipation, intense excitement and camaraderie that lives at the heart of sports betting and gaming.

H:F has created a new brand look and feel to bring the thrill of the game to life for sports, casino, poker and eSports fans, online, in high street venues and on tour. A unique 3-dimensional visual language has been created, using imagery and typography, in which action bursts out from the screen at the viewer, highlighting heartbeat moments in sports and gaming experience. H:F has also developed animated versions of the visual identity and worked in collaboration with global specialists Sixième Son on the creation of the OlyBet sonic brand.

The new OlyBet brand was launched publicly across all its international markets to coincide with the FIFA World Cup in 2022. Chief Marketing Officer Liina Liiv commented: “We are super proud of our new brand identity and sonic brand. The World Cup was WOW. Everything went extremely well. The vibe and atmosphere in our Fan Zones was incredible.” H:F continues to work in partnership with OlyBet to deliver the very best experience for its customers and to ensure employees are fully engaged in the brand.

“Our vision is to be the no.1 choice of sports betting and gaming fans in all our markets and H:F’s strategic and creative partnership is central to achieving that goal.”

Liina Liiv, Chief Marketing Officer