Parimatch Fired Up to Win and Rewrote Its Brand Identity in 2019
Parimatch's "Fired up to win" is a 2019 digital film campaign created by Digital Choo in Cyprus, designed to reposition the sports betting brand around a bold, competitive identity through neon visuals, dynamic editing, and a purpose-built audio identity released on 6 February 2019.
Parimatch launched the campaign as a full rebrand rollout on 6 February 2019 at 08:00 CET, as documented by Europeangaming Eu. The initiative was not a single advertisement but a comprehensive communication platform spanning video, digital advertising, print, billboards, a flash mob, and a London screening. The campaign's geographic home was Cyprus, where Parimatch holds a licensed and commercially active presence, and the rollout extended across the CIS region under a unified brand narrative. Clapboard Score for this campaign is 55/100, reflecting a technically accomplished single-film execution that uses exaggerated, symbolic imagery to express competitive energy without achieving full strategic resonance.
Vladimir Kobets, Creative Director at Digital Choo, described the objective directly, stating that the rebrand "presented the new nature of the brand: bold, passionate, daring," as reported by adsoftheworld.com. The platform was built to address an audience that, in Digital Choo's own framing, rejects compromise, wants to go further, and seeks more. Parimatch simultaneously announced Conor McGregor as a two-year brand ambassador across the CIS region and Cyprus, a decision that reinforced the combative, performance-driven tone of "Fired up to win," according to europeangaming.eu. The convergence of a visual rebrand, a new brand platform, and a high-profile ambassadorship made the February 2019 launch one of the more structurally ambitious exercises in sports betting brand-building to emerge from Cyprus that year.
Digital Choo built the "Fired up to win" strategy around a single consumer tension. Oleg Profatylo, Strategic Planner at Digital Choo, was credited with the campaign's strategic planning, as documented by clapboard.com. The insight driving the platform was that a growing segment of sports bettors in Cyprus and across the CIS region identified not merely as gamblers but as performance-oriented individuals who approach competition as a personal statement. Digital Choo described the resulting communication as "non-standard," deliberately designed to reach people who reject conventional messaging, as noted on adsoftheworld.com.
The competitive landscape in 2019 made this positioning consequential. In the European online sports betting market, Bet365, Flutter Entertainment, William Hill, Entain, and Kindred Group dominated by scale and reach, according to industry research cited by Greo Ca and gambleaware.org. Bet365 in particular appeared in a dominant share of gambling advertising environments across European markets, creating a ceiling of familiarity that smaller or regionally focused operators had to break through with creative differentiation rather than media spend. In Cyprus, where Parimatch was building its licensed presence, standing apart from globally resourced competitors required a brand identity that felt genuinely distinctive rather than functionally derivative.
The European online sports betting market represented a substantial portion of global activity in 2019, with the global figure reaching a growing multi-billion dollar valuation according to industry analysts. Parimatch's strategic response was to invest in brand character rather than promotional mechanics, positioning "Fired up to win" as a long-term platform declaration rather than a campaign cycle. This distinction between brand platform and campaign is central to understanding why Digital Choo pursued film as the primary medium and why the creative ambition extended to a bespoke soundtrack and multichannel physical activations including billboards and a flash mob, as reported by europeangaming.eu and ingaming.io.
Digital Choo constructed the "Fired up to win" film around a visual language designed to feel categorically different from conventional gambling advertising. The execution combined neon colour treatment, fractional and clip-based editing, real-time and slow-motion sequences, and an original victory-oriented soundtrack recorded specifically for the campaign, as documented by clapboard.com. The result was a piece of branded film that drew its aesthetic from sports and performance culture rather than from the conventions of odds-based betting communication.
The creative team at Digital Choo brought specific craft expertise to each dimension of the production. Irina Kurochkina served as CEO of Digital Choo and held overall leadership of the agency relationship, while Vladimir Kobets directed the creative vision as Creative Director. Olga Pozharska contributed as Art Director, and Oleg Profatylo led the strategic planning function, all as credited by clapboard.com. The collective decision to anchor the film in animated, VFX and three-dimensional visual elements was validated externally when the campaign received a Gold Award at the ADC*E Annual 2019 in the Film and Radio — Animated, VFX and 3D category, as confirmed by adceurope.org. That award category specifically recognises craft excellence in motion and visual effects work, making it a meaningful external validation of the production's technical ambition.
The multichannel extension of the creative idea demonstrated that the visual language was designed for scalability. Billboards adapted the neon energy of the film to static outdoor formats. The flash mob and London screening introduced live and experiential dimensions that extended the campaign's reach beyond digital media, as reported by europeangaming.eu. The audio identity, built to accompany the film rather than repurpose existing music, gave the campaign a sonic coherence that supported the brand repositioning across every channel in which it appeared. The ADC*E Gold recognition, the only externally verified award the campaign received, confirms that the craft decisions made in Cyprus in early 2019 met European creative industry standards.
The ADC*E Annual 2019 Gold Award stands as the single externally verified performance marker for "Fired up to win." No verified commercial performance data for the campaign — including reach figures, conversion metrics, brand tracking shifts, or media delivery statistics — is publicly available, as confirmed by a review of Campaign, Ad Age, Adweek, The Drum, and Contagious, none of which published coverage of the campaign.
Structural analysis of the campaign provides a basis for evaluating its likely effectiveness within the Cyprus and CIS markets it targeted. The decision to anchor the rebrand in a film-first execution distributed across digital channels, supported by outdoor and experiential activations, reflects a coherent hierarchy of media investment. The film functions as the brand's primary argument, while billboards and the flash mob extend that argument into physical space, a structure that research into integrated campaign effectiveness consistently identifies as more memorable than single-channel deployment. The appointment of Conor McGregor as a two-year ambassador simultaneously with the campaign launch, as reported by prnewswire.co.uk and europeangaming.eu, amplified the platform's visibility in ways that are not fully separable from the creative campaign itself.
The Clapboard Score of 55/100 reflects an execution that demonstrates genuine craft ambition and earned industry recognition through the ADC*E Gold, but that remains limited in documented commercial impact and broader industry press penetration. The campaign's structural strengths — platform thinking, multichannel coherence, and a distinctive visual identity — position it as a meaningful moment in Parimatch's brand history in Cyprus, even without verified audience metrics to quantify that moment.
"Fired up to win" is Parimatch's 2019 brand relaunch campaign, created by Digital Choo in Cyprus and launched on 6 February 2019. The campaign introduced a new communication platform built around competitive identity, using neon visuals, VFX film production, a bespoke soundtrack, and multichannel activations including billboards and a flash mob, as documented by europeangaming.eu and clapboard.com.
The campaign won a Gold Award at ADC*E Annual 2019. Digital Choo's film for Parimatch received the Gold in the Film and Radio — Animated, VFX and 3D category, as confirmed by adceurope.org. This recognition validated the production's technical craft and positioned the Cyprus-based campaign as a benchmark in European gambling advertising for that year.
Digital Choo created the campaign for Parimatch. The core team included Irina Kurochkina as CEO, Vladimir Kobets as Creative Director, Oleg Profatylo as Strategic Planner, and Olga Pozharska as Art Director, all credited by clapboard.com. Vladimir Kobets described the platform as presenting Parimatch's new nature as bold, passionate, and daring, per adsoftheworld.com.
Digital Choo targeted an audience that rejects compromise and treats sports betting as a performance pursuit. The strategy positioned Parimatch against larger European competitors including Bet365 and Flutter Entertainment by investing in brand character rather than promotional mechanics, using a film-first multichannel structure to establish a distinctive identity in the Cyprus and CIS markets, as reported by adsoftheworld.com.
Parimatch announced Conor McGregor as a two-year brand ambassador simultaneously with the campaign launch in February 2019, according to europeangaming.eu and prnewswire.co.uk. The ambassadorship covered the CIS region and Cyprus, reinforcing the competitive and combative tone established by the "Fired up to win" platform without McGregor being the sole creative focus of the film itself.
Clapboard assigned "Fired up to win" a score of 55/100. The platform describes the campaign as a single-film execution using exaggerated, symbolic imagery to express competitive energy, noting genuine craft ambition reflected in its ADC*E Gold Award, but limited documented commercial impact and minimal coverage in major industry press including Campaign and Adweek.
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