Betfair: A Complete Rebrand of the Poker Channel
Client: Betfair | Our Solution: Organising and Executing the Poker Channel Rebrand
Our client in a nutshell
Betfair is part of Flutter Group, the world’s largest sports betting and iGaming provider, operating some of the most innovative, diverse, and distinctive sports betting and gaming brands. Founded with the goal of creating a fairer betting marketplace, Betfair revolutionized sports betting by pioneering the betting exchange allowing customers to set their own odds and bet against each other for the first time. Today, Betfair stands as one of the largest international online sports betting operators and the world’s biggest betting exchange.
The Challenge
In 2024, Chromeye’s 3D design team was tasked with organising and executing a complete rebrand of the Betfair Poker brand. Starting from scratch and following our client’s requirements, we reworked all 3D visuals in a new style including the color palette, textures, asset templates, and design elements. A full-scale transformation.
The real challenge was that our teams had to execute this in real time. With each new brief, Chromeye meticulously built the new Betfair Poker visual identity, balancing precision and patience under tight deadlines. Our teams maintained constant communication with all involved stakeholders to gather and utilize the necessary information, ensuring that every piece of work was compliant and delivered on time. It was essential to keep a detailed record of even the smallest aspects of each deliverable to avoid delays or errors, aiming for perfection in a live environment right from the start.
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The Solution
To begin, our Project Managers and designers carefully reviewed the new brand requirements for the Poker brand. Since the task needed to be completed in real time, a makeshift action plan was quickly devised to accommodate each deadline and ensure the timely delivery of every rebranded asset.
Chromeye’s designers created new 3D models and textures, aligning them with the updated color palette. Task by task, promo by promo, and step by step, we built a complete set of official templates for all Betfair Poker deliverables, along with a variety of fresh 3D visuals for tournaments, holidays, festivals, and other special occasions. With each promotion, we brought to life seasonal promotions, sports elements, and poker events, perfectly capturing the essence of our client’s brand.
The Results
- Successful launch of freshly rebranded Poker channel
- Overwhelmingly positive feedback from the Client
- Successful realisation of Betfair’s marketing goals