Ladbrokes helps punters get a grip via The Monkeys

Ladbroke’s, part of global sports betting and gaming entertainment operator Entain Group, has launched a new campaign reinforcing its commitment to player protection via The Monkeys, part of Accenture Song.

The work is the second created by the Monkeys for the brand, and third for Entain Group, following the creative agency’s appointment to as the Group’s creative agency of record in October 2021.


The campaign encourages users to engage with the Ladbroke’s Punter Assist tools, to ensure a safer gaming experience. The tools enable punters to tailor their betting experience through simple controls. This campaign focuses specifically on the Market Control tool, demonstrating how punters can use the tool to dial down the volume and focus on the markets that are important to them.

The 30-second spot depicts a man walking into a bar packed to the brim with obnoxiously loud sports commentators. Overwhelmed, the man reaches for his phone, and turns on Market Control, stopping the noise, to which the narrator puts “turn off the markets, not the fun”.

James Burnett, chief marketing officer of Entain Australia, said: “We’re driven to deliver an experience where our customers are in control and can maximise their entertainment value. Market Control helps Ladbrokes customers to turn down the volume, but not the fun. We believe punting is more entertaining when you’re in control and we are pushing this campaign across all channels to remind our players that they can tailor their experience to maximise their enjoyment.”

The campaign will be run across TV, radio, OOH and print channels during Gambling Harm Awareness Week, from the 18th to the 24th of July.

“We are applying market control to our own advertising campaigns by exclusively advertising the new Market Control campaign across Traditional Media during GHAW, and continuing to promote it throughout the remainder of the year,” Burnett said.


CMO – James Burnett
General Manager Marketing – Sam Tomson
Brand Manager – Louise Gallagher

Creative Agency – The Monkey’s Melbourne

Production – Scoundrel
Director – Matt Weston
Post Production – Arc


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