The UAE's first regulated home for sportsbetting, casino and racing.
- Go-to-Market Strategy
- Performance Marketing
- Branding & Creative Direction
- Creative Production
- Video & Animations
- Strategy Workshops
Play971 was created to become the UAE's first regulated sports betting and iGaming platform, built to earn trust in a market that had never had a legitimate one before. Through an ongoing marketing partnership, we've created and executed on a strong creative pathway for Play971 to dominate sports betting and iGaming across the UAE.
Get in touchWe didn't just launch a platform, we opened a category.
Play971 launched into a market with no rulebook and no precedent to learn from. Rukkis built the marketing engine from scratch, owning acquisition end to end in a landscape with none of the usual shortcuts and strict rules around how gaming can even be advertised. Every campaign had to work within a market defined by tight boundaries, and Rukkis saw its role as testing those limits, not sitting safely inside them.
Launching loud, learning fast.
Play971 needed a full go-to-market engine, built across every channel and every stage of the funnel at once. Rukkis brought that to life with precise targeting, sharp creative and a media engine designed to move players from first impression to first bet, with every channel working together rather than in isolation. Media scaled fast and demand followed, but the real work happened underneath the surface, using real-time data to separate what was actually driving new players from what just looked like it was. That discipline is what turned a launch into a foundation built to lead the category for years to come.
A face the market already trusts.
Play971 needed an ambassador who could carry credibility from day one, not build it from scratch. Brett Lee brought a name UAE audiences already knew and respected, and Rukkis built the strategy around making that trust work for the brand. We defined how Brett should show up: his tone of voice as the face of Play971, the content pillars that would carry his presence across channels and the creative direction that will turn a partnership into a consistent, recognisable voice for the brand.
