AKQA has launched the “The Game in Your Hands” campaign for Superbet, a commercial brand of Super Technologies, a global entertainment technology company.

The initiative plays a crucial role in unifying Superbet’s market presence and the depth of its entertainment ecosystem, consolidating its expansion in Romania, Poland, Brazil, and Serbia into a single, powerful concept.

The Immersive Heart of the New Platform: At the heart of the new platform is the “Red Box,” a tangible creative metaphor that takes shape as a narrative system, enabling cinematic executions for true immersion in Superbet’s products. The Red Box is designed to be as engaging as the platform itself. It offers an organic way to express the app experience, projecting the brand into the physical world rather than a purely digital one. The device creates a proprietary and playful visual language for the brand. For consumers, this translates into a complete universe available at a simple touch.

Lish Kennedy, VP Marketing, Super Technologies, commented in the release: “This campaign represents a paradigm shift in how we communicate the full reach of Superbet as our leading commercial brand and the value we offer our customers. It captures the essence of community and the authentic way fandom is engaged through our entertainment ecosystem. The launch also marks an important milestone as we enter the next phase of our growth. AKQA has been an exceptional partner throughout the process, pushing us creatively and helping bring this vision to life.”

The creative challenge aimed to avoid a common industry pitfall—a screen-dominated category—by offering a more immersive, yet less intrusive, way to deliver the app experience without relying on constant phone shots. The result is a brand narrative that truly reflects a world where people can freely move between their entertainment options, access the game from anywhere, and interact on their own terms.

A Pioneering Approach to Player Engagement: The project positions Superbet with a pioneering approach that places its players at the center of every decision, adapting to every sport and moment, but also scalable to future communication initiatives.

AKQA’s comprehensive strategy was designed with continuous growth in mind for the brand, representing the beginning of a long-term narrative. The execution was orchestrated through a complex international production: the talents of AKQA studios collaborated seamlessly with partners across multiple countries, guided by the strategy and governance of the Italian studio, the production excellence of Paris, and relying on the award-winning direction of Paladino.