• by Fern Siegel , June 30, 2022

Digital Gaming Corporation, which holds exclusive U.S. rights to Betway, a global online betting and gaming brand, selected Deutsch NY as its U.S. strategic creative partner.

Deutsch NY's remit is to grow the Betway brand nationwide. The agency will also handle creative strategy and in-market activations as the lead agency of record in the U.S.

Betway brand launched in the U.S. in 2021 and is live in seven states: New Jersey, Pennsylvania, Indiana, Iowa, Colorado, Arizona, and Virginia.

Syd Harris, DGC’s senior regional brand manager, said the company felt a "kinship" with the agency. “They showcased their significant expertise in this fast-paced, growing space, as well as strong strategic insight in the category, the competitors, and the consumers that fuel sports betting.”

Deutsch NY’s Chief Executive Officer, Val DiFebo, added: “Taking on the crowded online sports gambling space and helping the brand establish itself in the U.S. market are the types of challenges we love taking on.” 

DGC has offered digital casino content since 2014. Much of its growth is in its development division, Mahi Gaming. The company also has successful sports betting and online gaming.

Betway is owned by SGHC Ltd.

Deutsch NY's client roster includes PNC Bank, PNC Bank, Johnson & Johnson, Tata Consulting Services, Lactaid, Cetaphil, ClearChoice and the Galderma Global.