The agency will work to develop the Betway brand with the goal of taking it nationwide, as well as managing creative strategy and in-market activations.
DGC launched Betway in the US in 2021, with the company currently operating in New Jersey, Pennsylvania, Indiana, Iowa, Colorado, Arizona and Virginia.
DGC EVP of North American Operations Bruce Watermeyer said: “We’re excited to be working with Deutsch NY as we continue to build the Betway brand in the US.
"The brand is now live in seven states in the US, with plans for further growth in the pipeline. Deutsch NY impressed us with their creative capabilities and strategic thinking, which we believe will help us deliver against our visions and goals of being a major player in the US sports betting space.”
Betway provides sports betting and casino games, operating in a range of global jurisdictions as well as US territories.
Deutsch NY CEO Val DiFebo said: “We are super passionate and excited about Betway as a brand and their vision to disrupt the category. Taking on the crowded online sports gambling space and helping the brand establish itself in the US market are the types of challenges we love taking on.
"We look forward to partnering with the DGC-Betway team as we maximise their entry into this market and build for their future success.”