How Betfair got its sound – finding the voice of international betting
Betfair is a global online gambling company which operates the world’s biggest betting exchange with over 1.7 million active users. Headquartered in Hammersmith, London as well as Clonskeagh, Dublin, Betfair has been a brand under Flutter Entertainment plc since 2020 which has more than 14,500 employees worldwide across 11 brands.
Betfair has used The Voiceover Gallery for over four years to provide translation services and voiceover artists for advertising across eight European countries.
What was the brief?
Throughout the past four years Betfair has come to us to localise advertising campaigns with translation and voiceover work for TV, radio and online / digital use. An important part of the brief is to find the right voices that resonate with their key target audience (predominantly males) and build trust with the audience through a sense of familiarity.
What did we do?
We have worked with Betfair to provide the right voices for their advertising campaigns across five markets, as well as to create translations of their scripts in three versions; direct, spoken, and conversational. This always includes a meticulous selection process where along with the brief, Betfair provides a script and video which means that our voices can record reels using the actual material. This gives Betfair a better feel and understanding of how the artist will sound in their campaign and makes choosing a voice easier. We provide Betfair with artists who don’t just come in and read the script – they are proactive and suggest changes or improvements in their native language to make sure it flows as naturally as possible.
But how do you find a voice that makes the audience want to place a bet? Working with Betfair is always a very collaborative process and we have developed an understanding of what they require of the voices they use. It is important for Betfair to find a voice that stands out and cuts through the noise and engages with the listener. As voices play a part in brand recognition, finding the right one is paramount.
What happened next?
Betfair has created numerous advertising campaigns with the help of our voiceover talent over the past four years. Due to the quality of the voices we have provided, some have gone on to become the country voice for all Betfair campaigns.
Alternatively, to read more about our projects visit our Case Studies Page.
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