Online bookmaker Picklebet has continued a push into the mainstream Australian wagering landscape with the launch of a marketing campaign described as “a little unhinged”.
Picklebet was founded in 2017 as a betting platform with an aim to capture a “next gen” audience as it targeted wagering on esports.
But it has since expanded its customer reach since entering the market to the point where horse racing has also become a focus.
The bookmaker has established strategic partnerships in the thoroughbred industry with sponsorship deals with race clubs in Victoria and Queensland.
In a bid to differentiate itself from other corporate rivals, Picklebet says it wanted a branding campaign that stood out.
“This isn’t just our first brand campaign - it’s a statement,” Damon Oudejans, co-founder at Picklebet, said.
“One that says Picklebet is here to entertain, to shake things up, and to bring a new kind of energy to betting culture.
“We didn’t want a brand campaign that blended in - we wanted one that kicked the door in.
“Something loud, a little unhinged, and unmistakably us. And with the help from the gang at Kerfuffle, that’s what we’ve done.”
Picklebet has partnered with advertising agency Kerfuffle to create an integrated national campaign that will be rolled out across all channels.
Called “Get Your Pickle On”, the advertisement features dance-fuelled scenes, with its creator making no apology for taking a left-field approach, unlike other bookmakers who try to achieve brand awareness through the engagement of sporting and movie stars.
“When we started Kerfuffle, we weren’t looking for safe,” chief commercial officer Josh Stephens said.
“We were looking to partner with businesses who have a bold ambition to really put themselves out there.
“Enter Picklebet - a team with zero interest in blending in.
“Together, we set out to create work that doesn’t just command attention, but gets a reaction - preferably loud, possibly confused, definitely entertained … and this is just the beginning.”
Picklebet has recently committed to partnership deals with Racing Wodonga in Victoria and the Warwick Turf Club in rural Queensland.
It is also a naming rights sponsorship with the Werribee Racing Club, following the completion of a deal last November.
Earlier this year, the bookmaker also joined the Responsible Wagering Australia (RWA) lobby group.
Under the RWA charter, Picklebet will participate in collaborative efforts to promote safer gambling environments and uphold integrity across the sector.
The integration of Picklebet into RWA’s national network is expected to enhance the organisation’s ability to advocate for responsible gambling practices, particularly as new forms of betting such as esports gain traction.
Picklebet is also the official wagering partner of the Penrith Panthers for at least the next four years, having signed on with the NRL team at the start of the 2025 season.
Warwick Barr
And in a further sign of its intent to increase its footprint in the wagering industry, in July Picklebet appointed independent agency JOY to implement a media and communications strategy.
In 2023, Picklebet secured $15 million in a Series A funding round.
The round was led by investment firm Discerning Capital. DraftKings’ multi-stage venture capital firm Drive by DraftKings took part in the round.
“This investment validates our innovative in-house betting product and organic media strategy and the value it delivers to the next generation of betting customers,” Picklebet chief executive Nick Heaney said at the time.
“We look forward to utilising the funds raised to accelerate customer acquisition in Australia, continued innovation of our proprietary in-house technology platform and media capabilities and fund our initial international expansion.”
Warwick Barr
