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Background / Challenge:

Created in 1997 in Austria, Bet & Win was an online gaming and sports betting site. The business experienced rapid growth and went public on the Austrian stock exchange in 2000.

In 2005, after several acquisitions, the company decided to consider a name change that could de-emphasize the ‘betting’ part of the business and allow the gaming side of the enterprise to flourish.


We generated a broad range of new and evolutionary names for the business before selecting ‘Bwin’ (pronounced ‘bee-win’). The new moniker would allow equities and memorability to be transferred from the original while removing the emphasis on betting (vs gaming).


Today, Bwin is widely regarded as the world’s #1 betting and gaming site.

While sports bets such as soccer are the core business at bwin – betting opportunities are available on over 90 different sports including major US sports as well as all winter sports, motorsports such as Formula 1. Bwin also offers betting odds on politics and entertainment such as the Oscars, Talent Shows such as the Eurovision Song Contest.

And, more broadly in gaming, Bwin offers over 1,000 casino type games as well as over 60 other types of online games such as backgammon and arcade games.


  • B2C
  • Brand Strategy
  • Brand Naming

New York, NY

Miami, FL

San Francisco, CA

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