BETWAY PARTNERS WITH DLMDD TO CREATE POWERFUL NEW SONIC IDENTITY TO ENHANCE BRAND RECALL, RECOGNITION AND EQUITY WITH ITS GLOBAL AUDIENCE

Sonic logo designed to deliver the unique feeling of thrill and excitement synonymous with the Betway brand

The leading bookmaker and casino Betway, has teamed up with DLMDD to build a compelling new aural identity that will improve recall, recognition, and equity with audiences all around the world.

Betway has released a sonic logo to offer the unique feeling of adrenaline and excitement associated with the brand, making it the latest worldwide advertiser to invest in sound. Betway has gained industry recognition as a result of the sound identity launch, being dubbed ‘Best newcomer’ and ‘One to watch’ in Mark Ritson’s Top 10 Sonic Brands.

The new identity is being rolled out globally across all business divisions, including Betway esports, and for use across all consumer touchpoints, activities, and markets, and was developed by specialist sonic branding firm DLMDD in collaboration with Saatchi & Saatchi.

SoundOut, the world’s leaders in sonic testing, found that the sonic logo delivers strong brand effectiveness metrics for personality (92%), brand appeal (74%), and sense of brand value (74%) in consumer research (77%).

Sascha Darroch-Davies, Co-founder of DLMDD, comments:

“This is a punchy piece of sonic branding. But beyond just a great sonic logo, Betway is a symbol of just how much brand impact can be packed into three seconds of sound. We’re delighted to see it dubbed to be a top 5 sonic identity in the years to come.”

Wes Godwin, Brand Director at Betway said he was: “Elated to see that our new Brand Sonic has been recognised by Mark Ritson as ‘Best newcomer’ and ‘One to watch’. An immense effort by my team and the guys over at DLMDD and Saatchi & Saatchi for getting this delivered to such a high standard.”

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