Ladbrokes in Mates Mode via the Monkeys

21 April 2022

Creative Agency: The Monkeys

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Everything is more fun when you do it with mates.

Ladbrokes, an online betting system for racing and sport, has released a campaign for the launch of its group betting product – Mates Mode.

Created by The Monkeys, part of Accenture Interactive, the campaign builds on the brand’s platform: ‘Ladbroke It’, with the ambition to keep making the racing and betting experience more enjoyable and exciting for punters.

The Mates Mode campaign showcases the fun, endearment and at times downright hilarity that comes with true mateship, because – pretty much anything and everything is more fun when you do it with mates.

Ladbrokes Mates Mode allows punters to start groups and share their punting experience together, all through their best-in-class mobile app. Punters will be able to chat within their group, share their bets and start separate betting pots.

James Burnett, chief marketing officer of Entain Group Australia: “For our Ladbrokes punters, we’re thrilled to now offer them Mates Mode. We know there is nothing more enjoyable than experiencing racing and sport with mates, so we’ve mirrored this experience through our new best-in-class product, Mates Mode, for our customers, and we hope our new campaign leaves our customers smiling."

The campaign has launched nationally, and will run on broadcast television, BVOD, cinema, OOH, radio, online, digital and social.


Client: Entain Group (Ladbrokes)

Group Chief Marketing Officer: James Burnett

GM Marketing – Ladbrokes: Sam Tomson

Assistant Brand Manager: Bronte Bendeich

Brand Coordinator: James Milner

Head of Creative Services: Keira Samuel

Creative Agency: The Monkeys, part of Accenture Interactive

Chief Executive Officer: Paul McMillan

Chief Creative Officer: Ant Keogh

Head of Planning: Michael Derepas

Senior Planner: Dave Collins

National Head of Production: Romanca Mundrea

Creative: Zeneon Predecki

Creative: Cody Naetzker

Senior Craft Designer: Raph Tamkalis.

Senior Producer: Eliza Malone

Production Coordinator: Genya Mik

Group Content Director: Sophie Gosper

Content Director: Tom Patterson

Content Manager: Isaac Montebello

Production Company: FINCH

Director: Benji Weinstein

Executive Producer: Corey Esse

Producer: Caroline David

DOP: Germain McMicking

Art Director: Enzo Iacono

Post Production Edit: ARC

Producer: Michaela Fenton

Offline Editor: Drew Thompson

Post Production Online and Grade: Atticus

Executive Producer: Amelia Bromley

Producer: Kani Saib

Colourist: Ben Eagleton

Online/VFX: Drew Downes

Sound: Bang Bang Studios –

Engineer - Sam Hopgood

Producer – Polly McGregor

Music – Level 2 – Mel Jong and Karl Richter

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