Sky Bet

End the game your way

Agency: Grey London


Sky Bet, the UKs Number 1 betting app, is proud to announce its latest innovation, 'Sky Bet AccaFreeze.' This exciting new product offering demonstrates Sky Bet's commitment to pushing the boundaries of the betting industry, introducing a unique, market-first feature to the world of accumulators.
To launch this game-changing initiative Grey London, Sky Bet's creative partner, have created an awareness campaign titled ‘End the game your way’. A full 360 media campaign to promote this milestone in the betting category.
Grey London was appointed as Sky Bet's integrated brand strategy and creative partner in January 2023, with the brief to lead the brand into its next phase of growth. AccaFreeze is the first collaboration between Grey London and Sky Bet.
‘Sky Bet has long been the home of innovation in the gambling industry. We’ve all created an acca that’s let us down at the last hurdle, so we’re now giving fans the ability to take control and end the game their way. This is our first campaign with Grey, ahead of what’s going to be a stellar start to next year, and we couldn’t be happier with the direction we’re heading in.
- Leigh Peacock-Goodwin, Head of Brand and Sponsorship

Sky Bet AccaFreeze provides an additional level of control to your accumulator. In a 5+ match result bet, when one of the selections is winning, customers have the power to lock in the result in-play. Regardless of the final match outcome, that leg of the accumulator will pay out at the initial price. This innovation extends the enjoyment and tactical aspect of accumulator betting beyond kick-off, as customers can strategically choose when to deploy their freeze token.
To launch this new feature, the campaign demonstrates how Sky Bet has given over control to the football fan, allowing you to 'End the game your way'. The TV spot shows how the fan ultimately holds the power with Sky Bet AccaFreeze; building up the tension in an upcoming football star getting the opportunity to come on and score the equalising goal after months of hard graft, painful training and countless ‘Top Bins’, before suddenly having his dream come to an abrupt end as he’s frozen by a fan who wants to end the game their way. This TV spot is supported by further executions showing how with AccaFreeze, Sky Bet have rewritten the rules of football to allow fans to have a say over the end result.

This professional campaign titled 'End the game your way' was published in United Kingdom in October, 2023. It was created for the brand: Sky Bet, by ad agency: Grey London. This 360° medium campaign is related to the Gambling industry and contains 1 media asset. It was submitted 6 months ago.


Marketing Director: Davnet Reid
Head of Brand and Sponsorship: Leigh Peacock-Goodwin
Senior Brand Manager: Ashley Vann

Creative Manager: Mark Forster
Head of Production: Marcus Richardson
Lead Producer: Holly Liddell
Senior Creative Manager: Richard Duke

Executive Creative Director: David Wigglesworth
Creative Director: Christopher Lapham
Creative Director: Aaron McGurk
Creative: Tom Charter
Creative: Ivo Lazarov

Head of Production: Maxine Hose
Senior Producer: Anthony Borkett
Producer: Hananha Willers
Business Affairs: Sarah Scarlett

Managing Director: Jonny Tennant-Price
Business Director: Matt Paris
Senior Account Manager: Clyde Hurst

Global Chief Strategy Officer: Jonathan Lee
Planning Director: Gilliam Caldwell-Dunn

Director: Glenn Kitson
Production Company: Iconoclast
Executive Producer: Guy Rolfe
Producer: Sorcha Bacon
Edit: TenThree
Editor: Dan Sherwen
VFX: Electric Theatre Collective
Colourist: Luke Morrison
Post Producer: Sydney Levy
Audio Post Production: Grand Central Recording Studios
Sound Design & Mix: Munzie Thind & Raja Sehgal
Sound Producer: Hils Macdonald


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