Online gaming and betting operator Betfair has launched a new brand campaign that is due to air around the UK's World Cup coverage on ITV, which has been created by London-based creative agency WCRS.

The TV component of the campaign will be broadcast on the channel as part of Betfair’s Gold partnership deal with ITV, and will also feature online and in the press, It will feature the company’s new slogan “This is play.”

The campaign features an octopus playing four simultaneous games of table tennis, designed to represent customers’ ability to use the operator’s "superior" technology offering.

It is designed to differentiate Betfair’s advertising from stereotypical industry campaigns and attract recreational customers.

The flagship campaign will be supported by 30-second TV spots designed to highlight the benefits of the operator’s unique products like its early withdrawal feature Cash Out and Price Rush, which informs players when they can get a better price by betting on the exchange rather than the fixed-odds site.

The operator’s brand director Mark Ody said that Betfair’s innovative products offer customers something “totally unique,” prompting the company to take a similarly unique approach to its advertising “to access a whole new recreational audience at the World Cup.”

“The adverts move away from industry stereotypes because Betfair itself is different; products such as Cash Out and Price Rush give our customers better tools to play with,” he explained. “Simply put, we supercharge our customers betting experience.”

While WCRS does not currently work with any other gambling operators, it runs campaigns for social gaming giant King, as well as online retailer Not on the High Street, which poached Betfair's director of digital Ben Carter in November last year.