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18 August 2025 – Pioneering online sportsbook operator SBK has teamed up with disruptive creative agency The Tenth Man to unveil ‘Betting without the Bullshit’, a bold, fully AI-generated 360 campaign marking a category first in sports betting marketing.
The hero 20-second spot cuts through the noise, clichés, and gimmicks that often dominate the industry. With a stripped-back, visually arresting, and straight-talking approach, the campaign highlights SBK’s latest ‘Best Price’ product innovation and best odds promise—delivered without unnecessary fluff.
Conceived, designed, and produced entirely using advanced AI tools by The Tenth Man’s creative team, the campaign demonstrates how AI can supercharge creative speed and originality while maintaining strong craft values.
Adam Baylis, Marketing Director at SBK, commented:
“At SBK, we’ve always stood for fairness, transparency, and the best odds in the market. ‘Betting without the Bullshit’ says exactly that; no gimmicks, no spin as well as a subtle nod to our roots in finance. Partnering with The Tenth Man on a fully AI-generated campaign allowed us to move quickly, stand out from the crowd, and launch something genuinely different for the new season.”
Ken Robertson, Founder & CEO of The Tenth Man, added:
“We wanted to show what happens when you ditch the overblown nonsense and get to the point in both the message and the production. This isn’t AI for the sake of it. It’s AI used to push creative boundaries and get a bold idea into the world faster than the old rules allow.”
The campaign is now live across SBK’s digital and social platforms, with targeted placements timed to coincide with the Premier League kick-off.
