Paddy Power Betfair

Skopos created a bespoke online consultation community with Paddy Power’s core audience of “footie bettors”:

• Interactive community hub: A closed online space where members could view and discuss Paddy Power’s current and proposed campaigns.
• Qualitative techniques: Discussion threads and live chat sessions encouraged open sharing of opinions, humour, and spontaneous reactions to creative content.
• Quantitative add-ons: Surveys and polls embedded in the community measured cut-through, recall, and likelihood to bet in response to specific campaign elements.
• Trigger-point exploration: Research sessions drilled into when and why bettors were most likely to place in-play bets, and how advertising could best align with those moments.
• Iterative feedback loop: Campaign concepts were tested in waves, giving Paddy Power and its agency real-time input for refinement.

The programme gave the Paddy Power Betfair brand team direct, actionable insight into how to maximise the impact of their advertising:

• Identified the key moments and triggers (e.g. team line-ups, goals scored, penalties awarded) that fuelled in-play betting — and should be emphasised in comms.
• Highlighted which campaign elements had the strongest cut-through (humour, cheeky irreverence, topicality) and which risked confusing or disengaging bettors.
• Provided clear guidance to the advertising agency, enabling future campaigns to be better timed and more sharply aligned to betting behaviour.
• Strengthened the balance between brand personality and bet-driving relevance, ensuring Paddy Power ads remained distinctive while also commercially effective.
• Delivered a framework for ongoing consultation with bettors, keeping the brand close to its core audience.

As a result, Paddy Power Betfair was able to plan future communications with greater precision, reinforce its reputation for entertaining, memorable campaigns, and ensure advertising activity directly supported in-play football betting growth.