Midnite unveils first UK-wide ad campaign and 'sends app to space'
Challenger operator releases separate betting and casino ‘Built different’ ads across multiple platforms
Midnite has launched a UK-wide marketing campaign in partnership with marketing agency 72andSunny Amsterdam.
As part of “Built Different”, the operator has launched its app into space and placed a bet from 120,000ft (22.7 miles) above the Earth’s surface.
The campaign includes separate ads across TV, film, social media and radio promoting Midnite’s betting and casino products, both following the same format.
The campaign is centred on tech frustrations, with the people featured encountering different faulty tech and appliances in their daily lives such as gym locker fobs, hotel room lights and snack vending machines.
Both ads end with generic betting and casino apps malfunctioning and suggest Midnite offers a better alternative.
72andSunny, which in the past has worked with clients including William Hill, Hard Rock Bet and BetMGM, was commissioned in 2025 to produce the campaign.
Jonathan Shaw, vice-president of Midnite, said: “Built Different is more than a campaign – it’s the platform for where we’re going as a business.
“We’ve built Midnite from the ground up to challenge a category that hasn’t kept up, and this is how we begin to show that at scale.
“This campaign is about setting a new standard and building the kind of brand that can take us into the top tier of the UK igaming category.
“It still feels like day one, but everything we’re doing is focused on earning our place there. 72andSunny have been instrumental in bringing that ambition to life.”
In January, Midnite secured an investment of £26m following the completion of a series C funding round led by The Raine Group.
Since then, the operator has hired an ex-BGC tax advisor, Stephen Hodgson, and former LiveScore chief product officer Sam Talbot.
Midnite launched its first TV ad campaign in March 2025 across Sky, Channel 4 and Channel 5.
Built on proprietary tech, the company was founded in 2018 by Nick Wright and Daniel Qu. It was originally an esports-led bookmaker before expanding into a more traditional betting and casino business.
Last year, EGR caught up with both founders to hear about their ambitions to turn Midnite into a tier-one operator.