PokerStars Sports is a rebrand from the BetStars brand. We needed to build a sports betting brand from its core.
We need a visual language that says we are a sports betting company. We’re not just a ball being kicked, we’re about the sport, the game, the lifestyle, the tactics – everything. We’re a sporting community and we are everything beyond the bet. We shouldn’t solely rely on the hero visual or image, particularly as we’re working with stock that competitors have access to. We need to build our identity as a sports betting brand so our customers will immediately know we ‘get sports’, we live and breath it too.