First-Ever AI Advertising Campaign in Betting Launched by SBK

Online bookmaker SBK, together with creative agency The Tenth Man, presented the campaign “Betting without the Bullshit”, the first-ever AI ad campaign in the betting industry.

Photo: “Betting without the Bullshit” ad (source: https://www.youtube.com/@BetSBK)

The Tenth Man, a creative agency, has teamed up with SBK, a sports betting company based in Malta and owned and operated by Smarkets from the top bookmakers list, to launch what they say is the first wholly AI-generated campaign in the sports betting industry. The name of the project, “Betting without the Bullshit”, draws attention to the operator’s odds-focused product before the start of the new Premier League season.

Idea and Implementation of Campaign

The 20-second ad doesn’t employ any of the common phrases that are used in betting ads. It doesn’t use gimmicks; instead, it focuses on SBK’s pricing model and its claim to offer good odds.

The simple look is meant to make it stand out in a busy market. The Tenth Man used cutting-edge AI tools to make the whole campaign. The agency argues that this strategy speeds ad production while still maintaining high creative standards. It also illustrates that AI can really help with marketing in sports betting.

The promotion is on SBK’s social media and digital platforms. It started at the same time as the Premier League.