In the tactical, activation-focused world of sports betting, bwin invested in an emotion-driven, brand-building campaign for the 2018 FIFA World Cup. bwin, once a leading sports betting brand in Europe, was facing declines in salience by the mid-2010s. It attempted to revive its brand with a large-scale cinematic campaign to evoke emotion and drive fame. Eight markets were prioritised for brand activity using channels including TV, e-CRM, digital, print, and outdoor. Results for net gaming revenue exceeded targets, with the brand’s key market, Germany, performing well. It is estimated that the long-term return across markets for which media spend data was available came to €1.68 for every €1 invested.