BETBY x Magnus Carlsen Leaders Choose Leaders
After the success of the first phase of its global campaign with chess legend Magnus Carlsen, BETBY returns with a bold new chapter: “Leaders Choose Leaders.” The message draws a clear parallel between Carlsen’s strategic mindset and BETBY’s approach to leadership and innovation in the iGaming industry.
Ahead of a major brand activation at ICE Barcelona, G3 spoke with Pierre Pulis, Marketing Director at BETBY, about the creative journey behind the campaign, what it was like working with Magnus in a new light, and how “Leaders Choose Leaders” captures the provider’s evolving vision.
Pierre, this is the second phase of BETBY’s global campaign with Magnus Carlsen. Can you tell us what inspired this new chapter, and how does it build upon the story you started last year?
Te first phase of the campaign, “Make Your Move,” was all about the moment of decision. It showed Magnus doing what he does best: analysing possibilities, anticipating outcomes, and making the kind of confident move that changes everything. Tat message connected really well with operators because it reflected the reality of our industry. Every decision they make, from choosing a provider to entering a new market, carries weight.
So when we moved into the second chapter, we wanted to take that idea a step further. Once you make your move, the next question becomes: who do you trust to stand beside you? Tat’s where “Leaders Choose Leaders” comes in. It builds directly on the mindset of the first campaign, but now with more depth and personality. It’s about choosing a partner whose vision and ambition match your own.
Tis new phase became an opportunity to show that dynamic in a more human, playful way, while still keeping the strategic approach that defined the first chapter.
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Te message “Leaders Choose Leaders” feels bold and confident. What does this slogan say about BETBY’s identity and ambitions today?
It reflects exactly where BETBY is today. We’ve reached a point where operators choose us because they see how we work, how we think, and the results we deliver. “Leaders Choose Leaders” captures that
moment.It’s a statement about trust and recognition.
When you’re building a sportsbook, you want a partner who understands pressure, who adapts fast, who sees everything clearly. Tat’s how we operate internally, and that’s how we want to be perceived externally. Te slogan came very naturally because it mirrors who we are right now as a company: confident, focused, and very aware of the responsibility that comes with being chosen by top-tier operators.
When Magnus Carlsen first joined as BETBY’s global ambassador, the collaboration already felt quite unique. How has that relationship evolved over the past year?
When the decision was made to choose Magnus as BETBY’s brand ambassador, I have to admit that the decision did raise a few
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