Betting is a highly intellectual art — how 9 Pandas produced commercials for 1xStavka in which Lokomotiv and Dynamo footballers filmed
Explicit value proposition for bookmaker clients is the ability to win money on betting, but beyond the rational calculation of possible benefits there are implicit needs to have fun, feel like a winner and become part of a privileged community — a representative of the reference group (Barden P. P., 2013). In Russia, unlike in the West, the hobby of betting and other gambling is viewed as a socially disapproved action (WCIOM) and because of it bookmaker clients seem to be embarrassed to place bets. It is significant consumer insight — they want to be proud of their passion for betting.
In our case for the bookmaker company «1xStavka» we have produced two commercials which satisfy this consumer insight, give the audience a sense of inner dignity and legitimize its desire to bet. Betting is positioned as a highly intellectual art and passion for it — as a sign of good taste. This marketing strategy has allowed us to fulfill the implicit needs of the audience and thereby increase the number of new «1xStavka» clients (Trout J., Rivkin S., 2010). The commercials were made in partnership with the football clubs Lokomotiv and Dynamo.