Super Group

The challenge

Super Group is the NYSE listed holding company behind some of the world's best loved and established Sports and Casino brands. These include brands like Betway, Jackpot City and Spin Casino.

From the outside looking in (and even on the inside, too) Super Group is made up of a confusing web of identities - all important to different audiences.

Whether you’re an ambitious candidate with your heart set on working for Betway, a keen investor looking to understand their matrix of international companies, a clued up regulator looking to understand their ethical operating practices, or a keen sports journalist looking for their latest innovations in iGaming - the world of Super Group is hard to navigate.

So the challenge was glaringly clear - we needed to develop a new brand narrative for Super Group, bringing the collective expertise and power of their companies, and the love and affinity for their brands, all under one compelling, clear and easy to navigate roof, that worked for all audiences.

The approach

We needed to understand the inner workings of a constantly evolving company that was moving at pace and hungry to understand itself. That meant integrating ourselves within the beating heart of Super Group’s ExCo to get an agile, real time view of their complex matrix at work.

This involved a broad, immersive approach. We interviewed all of their senior leaders, led focus groups with teams, used social listening and internal engagement data to understand awareness, audited their website, and benchmarked competitors.

We then needed a solid strategy to make the Super Group name a uniquely ownable, and immediately recognisable, entertainment brand. How? By harnessing the power of their customer facing brands to bring people into their world, and simplify their complex narrative once there. In our research we found Super Group employees had relentless energy, ambition and honesty in their work.

At the heart of it all was a feeling - the feeling of being Superclass.

The work

So we created a site, with restructured hierarchy to engage, excite and drive users to content rich pages with clean copy.

We expanded the design elements - including constant scrolling motion, use of the dynamic angles and button animations.

And finally, we got multiple ATS systems acting as one with consistent brand elements to ensure a connected experience, and used a modular CMS structure to enable easy editing of all pages across the website.