Overview

We were engaged to help expand the online presence and grow new customer acquisition for a recently-launched UK-licensed bookmaker.

About AK Bets

Founded in 2021 by former Paddy Power trader Anthony Kaminskas, AK Bets started life as a rails bookmaker before launching its online entity in March 2023.

Shortly afterwards, in the summer of 2023, Square in the Air was enlisted to help grow the brand’s online presence.

Fast-forward to summer 2024 and AK Bets is one of the most well-known new sportsbooks on the UK and Irish scene, with its unique character amplified across a mixture of affiliate sites, mainstream and social media channels.

A Bookie With A Difference

With AK’s personality and unique sense of humour helping him stand out in the increasingly saturated UK betting landscape, Square in the Air firstly produced a set of Brand Guidelines for AK Bets to ensure a consistent Tone of Voice and visual identity.

These were then used as the basis of a multi-channel marketing approach to amplify the brand across a variety of online channels, from mainstream media to affiliate content sites and social media.

Driving Growth Sustainably

Following initial consultation with AK Bets, the client made it clear that they wanted to drive growth in a gradual and sustainable way, ensuring that marketing investments were increased in line with results and profitability.

Therefore, Square in the Air made it a priority to provide in-depth reporting to demonstrate that AK Bets was getting maximum bang for their marketing buck.

The Breakdown

Square in the Air deployed a multi-channel approach encompassing Digital PR, Social Media, Design & Video Content and Affiliate Management.

This joined-up, holistic approach has allowed this innovative brand to punch above its weight in a crowded marketplace.

Affiliate Outreach

A key contributor to AK Bets’ growth from an acquisition and profitability standpoint has been the launch and subsequent expansion of the AK Bets Affiliate Program. With over 20 years’ experience in affiliate marketing, Square in the Air’s dedicated team has been able to leverage the relationships & skillset of top industry professionals to ensure AK Bets is front and centre across a strategically curated portfolio of the most notable and profitable affiliate partners for its target markets of the UK and Ireland.

Moment of the Year

There have been many memorable moments in an action-packed year for AK Bets, including SITA’s production of ‘The Checkout’ series, featuring legends in the sport of Darts which drove home AK’s unique branding both in the mood of the conversation and visual branding. This was followed by the full takeover of the Racing Post’s golf content, including AK’s personal ongoing involvement in ‘The Sweet Spot’ podcast, which further pushed his unique brand voice.

As a Performance Marketing team, we have brokered deals with multiple affiliates and media companies, from Oddschecker to OLBG; from Better Collective to OneTwenty Group – with the latter collaborating on the aforementioned ‘The Checkout’ campaign on their Live Darts site. These partnerships have not only increased AK Bets’ brand awareness, but crucially have driven tangible results helping us smash profitability goals.

The Result

Under a year since it launched, the AK Bets affiliate program has driven over 5000 first time depositors to the brand and have driven profitability at a return of investment well over 300%

This combined with significant share of voice across major UK sporting events, all in under a year, truly represents a triumph of industry leading professionals working across marketing functions to deliver game-changing growth.