Entain Creative

Entain Creative is the internal, full-service creative agency of Entain plc, serving the group’s sports betting and gaming brands with integrated advertising and production. Formally scaled in 2024, the London-based team was developed to bring more creative work in-house while supporting brand activity for Ladbrokes, Coral, Foxy Bingo, Gala and BetMGM.

The agency works across the full campaign lifecycle, from strategy, concepts and copy through art direction, commercial production, motion design, editing and delivery of assets for multiple channels. Its work spans television, radio, video-on-demand, social media, CRM, digital display and out-of-home advertising, alongside experiential and social-first activations.

Creative production

Entain Creative combines permanent creative, design, production and motion specialists with freelance capacity for larger campaigns. Its capabilities include:

• 360-degree integrated campaign development
• Brand storytelling and creative direction
• TV commercial and broadcast production
• Motion graphics, animation and video editing
• Social-first content and digital asset production
• Copywriting, scriptwriting, art direction and graphic design
• Asset scaling, localisation and stakeholder feedback management

The studio’s first solely in-house-produced major television campaign was Ladbrokes’ 2024 “Gaffer of an Acca”, a football-focused campaign directed by Ric Cantor. It has also produced Ladbrokes’ Cheltenham campaign “Big Value You Can Bet On,” the multi-film “That’s Ladisfaction” brand platform, and Coral’s “Fanalyser” social activation.

Operating approach

Automation and generative-AI tools form part of the agency’s production workflow. Through its work with Storyteq, Entain Creative automated repetitive asset-localisation work for global markets, allowing the team to focus more of its time on creative development and agile production.

As an in-house agency, Entain Creative operates within the wider Entain business while retaining a distinct advertising-focused remit from the group’s corporate functions and internal game-development studios.