Ladbrokes

Ladbrokes is one of the UK’s oldest and most recognized gambling companies, founded in 1886 as commission agents for horse racing. It opened its first betting shop in 1962 following legalization and quickly expanded across the UK. Today, Ladbrokes operates both physical betting shops and a major online platform, offering sports betting, casino games, poker, and more. Now part of Entain plc, Ladbrokes is committed to providing exciting, responsible gambling experiences. Its core purpose is to deliver regulated and entertaining betting services while promoting responsible gambling practices and ensuring compliance with industry standards and customer protection measures.

Project

3D, Advertising, Branding, Retail

The Brief

Ladbrokes commissioned a bold, energetic brand identity for its flagship gaming product, 5-A-Side - a dynamic, bet builder-style experience where players created custom football teams by selecting formation, players, and stats. The brand needed to appeal to football fans who loved strategy, stats, and personalization. Visuals were to capture the excitement of the game, tactical depth, and individuality of user choice. The tone was confident, modern, and sport-savvy, aligning with Ladbrokes’ wider brand while standing out as a hero product. Deliverables included a logo, visual identity system, tone of voice guide, and creative concepts for digital and in-shop promotion.

The Solution

The product had to stand out against the competition in a crowded market offering similar ACCA products. All other products from other competitors used stock photography or brand ambassadors to promote their offerings. Ladbrokes decided to create a custom-made identity that could be manipulated to fit whatever remit was required. Using a unique illustration style with bespoke characters ensured they owned their visual identity whilst also giving them something exclusive.

Key Visuals

As part of the campaign, 3D characters were developed to represent key football archetypes—such as the striker, playmaker, enforcer, and full-back—each with distinctive traits and visual styles. These characters embodied the tactical choices available to users within the 5-A-Side experience. The core creative concept aimed to emulate the visual language and engagement style of popular console games, adopting a gamified advertising strategy that blurred the line between gaming and betting. This approach was designed to captivate a younger, digitally savvy audience by bringing the energy, personality, and customization of video games into the world of sports betting.

Meet The Players

For the 5-A-Side campaign, five unique 3D characters were created, each representing a classic football archetype. The Blade Runner patrolled the flanks with relentless speed and agility, known for tireless runs and cutting down attacks with precision. The Playmaker exuded flair and intelligence, always directing the action with vision and creativity. The Cruncher was a tough, no-nonsense defender built for power and grit. The Poacher lurked in the box, opportunistic and instinctive, ready to strike. Finally, the Sharp Shooter was all precision and confidence, a long-range specialist with deadly accuracy. These stylized characters brought the game to life, reflecting the tactical choices players could make in building their teams.

Character Details

The creation of the 3D characters for the 5-A-Side campaign involved meticulous attention to detail to ensure authenticity, inclusivity, and compliance with gambling regulations. Each character was designed to reflect a unique football archetype, with carefully crafted kits that matched their role and personality—from sleek, modern patterns to bold colour schemes. Player ethnicities were thoughtfully varied to reflect the diverse makeup of real football teams. Tattoos were individually designed to add personal flair and depth, hinting at each character’s backstory. All characters were visually aged above 25, ensuring alignment with responsible gambling guidelines and targeting an adult audience.

Advertising

The 5-A-Side campaign rolled out as a full 360 advertising strategy, spanning TV, digital, in-store, social media, and outdoor. Each channel featured the dynamic 3D characters and gamified messaging, creating a cohesive, immersive experience that engaged football fans across all touchpoints and reinforced Ladbrokes’ innovative approach to sports betting.