betr gets ‘Ahead of the Game’ with TBWA\Sydney, PHD, Good Oil, Tom Kuntz and The Goat

December 16 2025, 9:26 am | BY Ricki Green | No Comments

Encouraging Aussie punters to break free from the pack and stay ‘Ahead of the Game’, online sportsbetting brand betr has launched its new brand platform with a fully integrated campaign directed by Tom Kuntz, starring an enigmatic figure, The Goat.

 

To disrupt the current sports betting landscape and challenge market leaders, betr’s new brand positioning leans into a more modern and bold tone to match their ambitious and innovative offering.

Says Tony Thomas, CMO of betr: “The market has been crying out for something more distinctive, and interesting in the sports betting space. At betr, we’re not interested in being part of the herd. This campaign, featuring The GOAT, talks to our ambition to stay ahead of the game & two steps ahead of the competition.”

Says Matt Keon, CCO of TBWA\Sydney: “We are very excited about this new campaign for betr. The central tenant is based around ‘The goat’ – the greatest of all time, who is literally, always one step ahead.

“In terms of disruption, we have genuinely disrupted the betting category. A category stuck in over stereotyped cliché portrayals of Aussies and created something distinctive that can work across all channels in potent ways.”

When asked for a statement, The Goat just nodded and agreed with Thomas and Keon.

The campaign consists of a series of films produced by Good Oil, with practical animatronics created by Oscar winning studio, Weta. The work runs nationally across all channels, working closely with PHD Media.




betr gets ‘Ahead of the Game’ with TBWA\Sydney, PHD, Good Oil, Tom Kuntz and The Goat betr gets ‘Ahead of the Game’ with TBWA\Sydney, PHD, Good Oil, Tom Kuntz and The Goat betr gets ‘Ahead of the Game’ with TBWA\Sydney, PHD, Good Oil, Tom Kuntz and The Goat

Creative Agency – TBWA\Sydney
Client – Betr
Media Agency – PHD
Production Co – Good Oil
Director – Tom Kuntz
Edit – ARC Edit
Online – Fin Design & Effects
Music Composer – Ryan Grieve
Animatronic Design and Production – Wētā Workshop
Sound – Sonar Music
Photographer – Mark Clinton & Photoplay

Agency:
Creative Team – Angus Loxton, Jessica Roberts, Mauricio Cardoso, Paulo Moraes
Group Account Director – Steph Grant
Senior Business Manager – Jo Yabsley
Senior Producer – Kyla Bridge
Senior Strategist – Callum James
PHD Media Lead – Lucas Higgins

 

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