We created belief...

Entain was a business in need of a major reset. With five CEOs in six years, the company had experienced continual turbulence as leadership teams and strategies repeatedly shifted while the wider sector underwent profound change. Despite being the second biggest player in its category, the brand neither looked nor sounded like a market leader. Years of underinvestment had left it lacking clarity, meaning and consistency internally and externally. The  challenge was to create a unifying brand idea capable of restoring confidence, aligning culture, repositioning Entain for the future and giving people something to believe in, feel pride in and get excited by again.

We created the platform ‘Determination at Play’ – a strategic and creative idea designed to shape everything from narrative and behaviour to visual identity and tone of voice. At the centre sat the dynamic play button: a graphic device that flexed, moved and powered its way through every touchpoint of the brand system across digital, film, environmental and print. This motion-led asset also informed animation and a bespoke typeface, creating an identity that felt unmistakably Entain. Imagery was created in combination with AI to enhance movement, scale production and maintain a consistent visual style rooted in the brand’s art direction and visual principles.

Championed from the CEO downwards, ‘Determination at Play’ and the new identity will transform how Entain shows up in the market – creating a bold, modern brand with real standout. Internally, it will unite the business behind a shared belief, building greater pride, alignment and momentum across teams. Externally, it will strengthen Entain’s reputation for responsible gaming, connect its portfolio behind one clear ethos and help attract the very best talent in tech. More than a rebrand, it signals a new Entain – one ready to embrace better.