Dimitar Berbatov Fronts LiveScore Bet’s ‘Play With Control’ Campaign

LiveScore Bet has launched the responsible gambling campaign ‘Play With Control’ as part of Safer Gambling Week in association with European Brand Ambassador and former footballer Dimitar Berbatov.

Running from November 17-23, Safer Gambling Week is a cross-industry initiative to promote safer gambling in the UK and Ireland.

Football fans will recognise Berbatov, who played as a forward in the Premier League for Manchester United, where he won two Premier League titles and a joint Golden Boot, and also appeared for Tottenham Hotspur and Fulham. The 44-year-old made 78 international appearances for Bulgaria, scoring 48 goals.

Keeping calm

Berbatov was known for his calmness under pressure and assured first touch, and LiveScore Bet is using that as part of its messaging within the campaign, encouraging bettors to keep calm while playing. LiveScore Bet has launched a promotional video with Berbatov, where he used the analogy of preparing for situations in games without rushing anything or losing control, stating this can also be applied to betting.

Berbatov said: “Control has always been a big part of who I am, both on and off the pitch. For me, it was about staying calm, reading the game and making the right decisions at the right moment.

“As LiveScore Bet’s European Brand Ambassador, I want to remind fans that control is key. It’s the same with betting. You have to know your limits, take your time and stay in control. This campaign is a great way to remind fans that enjoying the game responsibly is the best way to play.”

Sam Sadi, CEO at LiveScore Group, said: “Fans come to LiveScore Bet to fuel their passion for sport. Our role is to make sure they can enjoy that passion responsibly, with the right tools and support to stay in control.

“Play With Control shows how taking a calm, measured approach, understanding your odds, and using the available tools can help fans stay in control and gamble responsibly. Dimitar is the perfect ambassador to bring this message to life.”

Ambassadors promoting responsible gambling

Berbatov first partnered with LiveScore Bet in February, when the brand launched in Bulgaria. This is not the first time an operator has chosen to use a brand ambassador for a responsible gambling campaign, as 32Red featured former England player Wayne Rooney, who was a team mate of Berbatov’s at Manchester United, in a similarly named ‘Stay in Control’ campaign.

It is becoming increasingly common for brand ambassadors to mention the importance of responsible gambling or point out ways in which bettors can seek help for their gambling behaviour, such as comedian and actor Chris Rock in his role with BetMGM and Paddy Power using several figures from the world of horse racing in its advertising.

Safer Gambling Week reaches ninth year

The aim of Safer Gambling Week is to drive awareness of how to approach gambling more safely, to provide tools to help people gamble more safely, and point players towards sources of further advice and support. The campaign is now in its ninth year, after being set up by the Betting & Gaming Council, amusement and land-based low-stake gambling trade association Bacta, and the Bingo Association.

Various companies within the industry are running promotions or publishing company news around Safer Gambling Week. Last week, as part of Safer Gambling Week, AskGamblers released a study showing close to half of bettors would need to go into debt before opening up about any problem gambling issues.