About This Project

The sports betting and gaming entertainment giant Entain acquired bet.pt brand in 2020, same year the UEFA European Football Championship was postponed for the first time (due to the COVID-19 pandemic in Europe during that year) to June and July 2021, while retaining the name UEFA Euro 2020.

I was still the creative/design team studio manager at bet.pt when a new re-brand strategy arise with a new brand on the horizon for our audience: bwin. For some years before the bwin brand had a crucial role in the previous non-regulated Portuguese market, specially when sponsoring the top football league, when there was small maturity in the market for sports betting. As a re-brand strategy, bet.pt took advantage of this and we forced the double naming/branding in most creative coms and advertising (see the packshot from the last seconds of the Vimeo movie here or from this page).

Apart from this important brand twist, the art direction for this project was totally focused on the Euro 2020 brand colours and elements. We wanted to give our punters a chance to win more bonus and prizes in an online tournament, with an immersive experience in betting on the Euro matches (and pre-Euro friendlies). For that, the marketing and studio team had the biggest budget for a creative campaign in the entire history of the bet.pt brand.

The first image you see in this page is a mesh between the original creative concept (I made the initial sketch out of a remote team brainstorm) and final key visual for the Entra no Euro (translates as Enter the Euro) bet.pt / bwin campaign. 

The Euro 2020 branding stood out from most UI and creative assets (middle images) and the UX/UI research process was divided into low-fidelity and hi-fidelity prototypes (last image), both tested with our vip punters, which had a vital role into validating lots of research questions made by the design team.