ABOUT

We partnered with leading B2B gambling provider Pragmatic Play to launch their new sportsbook product expanding their ecosystem beyond slots, live casino, and bingo.

Already known for their distinctive brand presence, we retained Pragmatic Play’s iconic orange palette while evolving it into a bold impactful design system tailored to the world of sports betting. The challenge was to shift perception: from chance-based gaming to the fast-paced, high-intensity energy of sport.

To achieve this, we introduced a more structured, UI-led visual language—cleaner layouts, stronger typographic hierarchy, and modular compositions inspired by sportsbook interfaces. This was paired with a highly stylised photographic approach, allowing us to feature athletes in a premium, ownable way without relying on licensed IP.

The result is a campaign that feels unmistakably Pragmatic Play, yet distinctly new.