SBK launches AI powered betting campaign with The Tenth Man

As the new Premier League season approaches, the online sportsbook operator SBK has taken an innovative step in sports betting marketing. Partnering with the creative agency The Tenth Man, SBK has launched a bold new campaign titled “Betting without the Bullshit”. What makes this initiative stand out in the crowded betting industry is that it has been conceived, designed, and produced entirely with the use of artificial intelligence tools.

The project not only seeks to redefine the way betting brands communicate with their audiences but also demonstrates how AI can become a transformative force in the advertising and creative industries.

A first in the sports betting industry

SBK’s new campaign is noteworthy because it is the first fully AI-generated 360° marketing campaign of its kind in the betting sector. The project includes a range of creative assets—digital films, visual content, and social media executions—all developed with advanced AI platforms.

At its core, the campaign presents a 20-second hero spot, designed to cut through the clutter of conventional betting advertising. Instead of leaning on flashy gimmicks, exaggerated fanfare, or clichéd imagery often associated with gambling commercials, the ad delivers a stripped-back and direct message. The focus is clear: SBK’s commitment to offering the best odds in the market through its “Best Price” product innovation.

The deliberate avoidance of traditional betting tropes is intended to communicate fairness and transparency—values that SBK has consistently sought to promote since its founding.

The role of AI in creative production

The involvement of AI in the creation of the campaign is not limited to aesthetic experimentation. According to The Tenth Man’s creative team, AI enabled the development of a concept that is both original and highly efficient in terms of production timelines.

Artificial intelligence tools were used at every stage, from early brainstorming and scriptwriting to visual design and video production. This comprehensive use of AI allowed the team to reduce costs, accelerate delivery, and ensure a high degree of creative flexibility.

Ken Robertson, Founder and CEO of The Tenth Man, explained the agency’s motivation:
“We wanted to show what happens when you ditch the overblown nonsense and get to the point—in both message and production. This isn’t AI for the sake of it. It’s AI used to push creative boundaries and get a bold idea into the world faster than the old rules allow.”

This statement highlights an important distinction: AI was not used as a gimmick but as a tool to enhance creativity and bring the campaign to life in a way that would not have been possible under traditional production models.

SBK’s positioning in a competitive market

The sports betting market has grown increasingly competitive, particularly in the United Kingdom, where dozens of operators vie for the attention of football fans and bettors each season. To stand out, companies often rely on large budgets, celebrity endorsements, and loud campaigns.

SBK has chosen a different route. By highlighting its best odds guarantee and removing unnecessary marketing flourishes, it is attempting to align its brand with principles of trust, transparency, and fairness.

Adam Baylis, Marketing Director at SBK, summarized the company’s intent:
“At SBK, we’ve always stood for fairness, transparency, and the best odds in the market. ‘Betting without the Bullshit’ says exactly that—no gimmicks, no spin, and a subtle nod to our roots in finance. Partnering with The Tenth Man on a fully AI-generated campaign allowed us to move quickly, stand out from the crowd, and launch something genuinely different for the new season.”

This approach reflects SBK’s broader business strategy of presenting itself not only as another sportsbook but as a challenger brand with a focus on integrity and innovation.

The Tenth Man’s disruptive style

The collaboration with The Tenth Man is consistent with the agency’s reputation for disruptive creativity. Known for taking unconventional approaches, the agency has positioned itself as a challenger to traditional advertising practices.

For this project, The Tenth Man’s team embraced the challenge of producing an entire campaign with AI, breaking away from conventional creative cycles that might involve lengthy shoots, extensive post-production, and multiple stakeholder approvals. The outcome is a campaign that feels fresh, modern, and in step with how younger audiences consume media.

Timing and audience engagement

The campaign has been strategically timed to coincide with the start of the Premier League season, when public interest in football betting is at its highest. By launching during this critical period, SBK aims to maximize visibility and engagement among football fans, many of whom are already searching for platforms that provide competitive odds and a straightforward betting experience.

The ads are being rolled out across SBK’s digital platforms, social media channels, and selected placements that target football audiences. The focus on digital-first distribution reflects the changing habits of sports bettors, who increasingly interact with betting brands through mobile apps, online platforms, and social networks rather than traditional broadcast media.

The growing role of AI in advertising

The campaign also raises a wider question about the role of artificial intelligence in marketing and advertising. While AI has been used in targeted advertising and consumer analytics for several years, its application in the actual creative process remains relatively new.

This case shows that AI can contribute not just to efficiency but also to originality. The ability of AI to generate visuals, edit videos, and even suggest narrative structures offers creative teams new possibilities that were once limited by time and cost.

Industry analysts believe that campaigns such as SBK’s could signal a broader shift, with more brands likely to experiment with AI-driven creativity in the coming years.

Ethical and regulatory considerations

While the campaign itself avoids sensationalism, it also exists within the highly regulated context of sports betting advertising. In the United Kingdom and across Europe, gambling advertisements are subject to strict guidelines designed to protect consumers, particularly younger audiences and vulnerable groups.

By presenting a straightforward message without glamorization or exaggerated claims, SBK and The Tenth Man have produced a campaign that aligns more closely with responsible advertising principles. The focus on transparency—rather than on flashy gimmicks—may serve as a model for how betting brands can market themselves responsibly while still making a strong impact.

Looking ahead

As SBK continues to expand its presence, the success of “Betting without the Bullshit” will likely be measured not only in terms of immediate engagement but also in how effectively it reinforces the brand’s reputation for innovation and fairness.

The use of AI in this campaign sets a precedent that other betting operators and creative agencies may follow. Whether AI will become a dominant tool in advertising or remain a niche experiment remains to be seen. However, SBK’s willingness to take this step reflects the growing intersection of technology, creativity, and consumer engagement in modern marketing.

Conclusion

SBK’s partnership with The Tenth Man and the launch of “Betting without the Bullshit” marks an important milestone for both the betting industry and the creative sector. By embracing artificial intelligence as a core tool in campaign development, SBK has demonstrated how technology can streamline production, sharpen messaging, and challenge outdated marketing conventions.

The campaign’s emphasis on fairness, transparency, and clarity reflects a deliberate move away from the clichés that have long dominated sports betting advertising. It also shows how responsible communication can be both impactful and innovative without resorting to sensationalism.

As the Premier League season unfolds, the real measure of success will be whether SBK’s message resonates with audiences who increasingly value honesty and simplicity. Regardless of immediate outcomes, the campaign establishes a precedent that other operators and agencies are likely to study closely. It highlights a future in which AI is not merely a behind-the-scenes tool but a driver of creative expression and brand identity.

FAQs

What is SBK’s new campaign about?
SBK’s new campaign, titled “Betting without the Bullshit”, promotes the company’s focus on offering the best odds without gimmicks or unnecessary marketing fluff.

Who created the campaign?
The campaign was developed by The Tenth Man, a creative agency known for its disruptive and unconventional advertising strategies.

How was AI used in the campaign?
AI tools were applied at every stage of development, from initial concept and scriptwriting to design and video production, making the campaign fully AI-generated.

What makes this campaign unique in the betting industry?
It is the first fully AI-generated 360° campaign in sports betting marketing, marking a category-first innovation.

Why is the campaign only 20 seconds long?
The campaign uses a concise 20-second spot to deliver its message clearly and effectively, avoiding unnecessary distractions.

What is SBK’s “Best Price” promise?
The “Best Price” product guarantees SBK customers highly competitive odds, often better than many rivals in the betting industry.

Why launch the campaign now?
The campaign coincides with the start of the Premier League season, when interest in football betting is at its peak.

How does the campaign align with responsible gambling standards?
The messaging avoids glamorization, exaggerated claims, or overpromises, instead focusing on fairness and transparency.

What did SBK’s Marketing Director say about the campaign?
Adam Baylis emphasized that the campaign reflects SBK’s values of fairness and transparency and highlights the company’s roots in finance.

What is The Tenth Man’s perspective on using AI?
Founder Ken Robertson stated that AI was used not as a novelty but as a tool to push creative boundaries and accelerate production timelines.