PokerStars has selected London-based Crispin Porter + Bogusky (CP+B) as lead strategy and creative agency for the launch of BetStars, the operator’s dedicated sportsbook offering.

CP+B will take charge of BetStars’ estimated £10m campaign which will launch in the next few weeks in the UK and several other European countries.

The BetStars-branded sportsbook launched, and sites in December alongside dedicated iOS and Android apps, offering a range of betting options on more than 25 sports including football, tennis and basketball, as well as odds on eSports and poker competitions. 

Further sports such as horseracing will be added throughout 2016. The site will also feature a number of in-play betting markets alongside exclusive offers and promotions.

The agency said that the contract win represented an “exciting opportunity to mine our extensive betting category experience built up over the 3 and a half years we handled the Paddy Power business.”

Paddy Power parted with the agency in March of last year following a review, and now works with another London-based ad agency, Lucky Generals.

“We’re delighted to be partnering with CP+B for this key launch,” said Chris Herd, global creative director at PokerStars. “Their rich experience in sportbook communications coupled with our gaming pedigree should be a potent combination.”