The new Netflix? How Entain is betting on becoming an entertainment giant
Unsuspecting television viewers might recently have stumbled across an advert featuring a group of office workers indulging in a game of 'keepy uppy' with a balloon. Improbably, the balloon somehow escapes the office and is eventually chased across a city by what turns into a horde of pursuers.
Only at the very end does the viewer discover the advert is promoting Ladbrokes Casino, although the BeGambleAware logo in the corner of the screen gives an indication it has something to do with gambling.
What is clear is that all this is markedly different in tone to previous efforts by the brand, such as the controversial 'Ladbrokes Life' campaign. It is a small, but telling, indication of wider changes at the bookmaker's parent company Entain.
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Published on 12 October 2021inFeatures
Last updated 18:29, 12 October 2021
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