65 has won the coveted Technology and Telecoms Award for their ‘In-Play Betting’ advertising innovation, presented at the World Media Awards last Friday.

Showing live odds within an advert has now become industry standard for sports book operators but bet365 were the first to pioneer the service, and this was not lost on the awards’ judges. Emma Winchurch-Beale, President of the World Media Group and International Sales Director at the Washington Post commented: “Through specialist technology and setting up an XML feed they were able to launch ‘In-Play betting’, enabling customers to bet on things happening during the game. The campaign was initially trialled with major football leagues in key European target areas. This strategy has resulted in bet365 becoming the world’s biggest online sports betting company, with a 32% profit rise to £478m in the year to March 2015.”

Alex Evans, Account Director for Drummond Central, the company in charge of bet365’s advertising, said: “Winning a World Media Award for bet365 means a lot. It’s testament to a journey that’s been going on for nearly 10 years now as we’ve been expanding into different markets, and the award is true acknowledgement of that.”