delivering a clear, strategic message about leadership and expertise.
I would say that the biggest challenge was finding the right balance between humour and credibility, but I am positive that we hit our goal, with the final result being a campaign that feels genuine, entertaining, and true to both brands, celebrating two leaders who excel in their respective worlds.
We’re used to seeing Magnus behind the chessboard, not in front of cameras acting. How did he adapt to that role? Did anything surprise you about his approach or personality on set?
We’re all used to seeing Magnus behind the chessboard, so seeing him step into an acting role was something quite different. What remains imprinted in my mind is a moment on set when Magnus approached me personally to ask for my feedback checking whether I was happy with the progress and, more specifically, with his acting performance.
Tat simple gesture spoke volumes about his professionalism and humility. It showed just how seriously he takes this collaboration. It was a true testament to his character.
What kind of feedback have you received so far from the industry?
Te feedback has been overwhelmingly positive. Both within the industry and beyond, people have appreciated the creativity and the boldness of taking a slightly different approach this time, with the commercial blending humour, storytelling, and strategic messaging in one campaign.
We’ve received comments highlighting how fresh and engaging the commercial feels, especially in an industry where brand communication can often be quite traditional. Troughout the past year partners and peers have also noted how well the collaboration with Magnus reflects BETBY’s core values: intelligence, innovation, and authenticity.
Te first phase of the campaign with Magnus made people see BETBY in a new light, bold, modern, and confident. How did that first chapter influence the industry’s perception of BETBY, and how do you expect this second phase to take that even further?
Te first chapter had a great impact on how the industry perceived BETBY. People knew BETBY as a strong sportsbook provider, but suddenly they could see the personality behind the brand, the creativity, the confidence, and the willingness to break away from the usual formats. It created a moment where people realised, “Okay,
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BETBY is doing something different here.”
With this second phase, we’re building on that momentum. Te tone is more playful, the storytelling is stronger, and Magnus shows a side of himself that people don’t often get to see. It brings the brand closer to the audience in a very natural way.
My expectation is that this chapter strengthens the emotional connection people in the industry have with the brand and shows that there’s real thought and authenticity behind everything we’re creating. It’s a continuation, but with more colour, more character, and a clearer voice.
Last year, Magnus made his debut appearance at an industry expo by joining BETBY in Barcelona. Can you give us a small teaser of what you’re preparing for ICE 2026?
Magnus at the BETBY stand during ICE 2025 was a big success. Will he join us again at ICE 2026? Definitely. Can we expect an even stronger experience for delegates than what we delivered at ICE’s last edition? Absolutely. I believe that the marketing activation planned for ICE 2026 is even greater than the one we planned for ICE 2025. Magnus will be joined by high profile figures within the chess world, in what beckons to be one of the most unique activations the industry has ever witnessed.
Finally, on a personal level, what does the campaign with Magnus Carlsen mean to you as BETBY’s Marketing Director, and what do you hope people will take away from this collaboration?
On a personal level, this collaboration with Magnus Carlsen represents everything I value in effective marketing: boldness, intelligence, and authenticity. From the very beginning, it felt like the kind of partnership that could grow into something meaningful, and over the past year that belief has only become stronger.
Te industry sees many parallels between chess strategy and what we do in betting technology, such as analytical thinking, foresight, adaptability, and precision. And as it turns out, the industry is full of chess fans too.
For me, the collaboration perfectly captures BETBY’s marketing philosophy over the past year, to stand out by being bold and confident, yet always personable and genuine. I hope people see this partnership as more than just a sponsorship. It’s a collaboration built on shared values of strategy, intelligence, and excellence. And truly, it’s only the beginning, there's much more to come.
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