The online sportsbetting site at Betway has premiered its latest multi-platform advertising campaign and is hoping the effort with its golden age of cinema feel will connect with audiences’ behavior and culture.

Developed by London-based agency Above+Beyond Creative Limited, the campaign is the second to utilize the site’s For the Love of the Game moniker and encompasses 30-second television commercials as well as variously-timed online video adverts.

“After a very successful campaign with For the Love of the Game, it’s great to be continuing our work with Above+Beyond [Creative Limited] and our latest ad is very exciting,” read a statement from Anthony Werkman, Marketing and Operations Director for Betway. “We’ve brought in an extremely talented and very select group of individuals to work on this latest campaign and we’re delighted with the outcome.”

The campaign additionally includes digital and press advertisements and features the distinct Temple and Lair storylines. These have been designed to emphasize the belief that everything else is just a distraction when a game’s on, especially if a punter has placed a wager on the outcome.

Betway stated that the television and video adverts were directed by up-and-coming talent Hanna Maria Heidrich and used an “in camera” approach to produce their special effects. It declared that this method did not rely on computer graphics and brings “scale and physicality to the action”.

“For this second year of For the Love of the Game it really feels like the dream team has come together,” read a statement from David Billing, Executive Creative Director for Above+Beyond Creative Limited. “We were hugely lucky to happen on Hanna Maria just as she’s landing some big projects in the United Kingdom and we were blessed with the quality of the team around her. We’ve had another year to live with the characters and explore the cinematic worlds they can inhabit and it feels like it’s paid off with the most visually ambitious, funny and engaging campaign we’ve created for Betway yet.”