19th February, 2026: BETBY, the Tier 1 provider of B2B sportsbook solutions, has won the European Marketing Campaign of the Year – B2B award at the EGR Europe Awards 2026, in recognition of its global brand campaign featuring chess legend Magnus Carlsen.
The Awards celebrate excellence in the European iGaming industry, highlighting top operators, affiliates, and suppliers across key areas. The process was independently adjudicated by a panel of external industry experts and officiated by Deloitte, ensuring a rigorous, transparent and conflict-free judging framework. Judges are carefully selected for their market expertise, required to declare any conflicts of interest, and have no access to categories outside their allocation, reinforcing the integrity and credibility of the results.
BETBY secured the accolade for its high-impact global campaign starring its global brand ambassador, Magnus Carlsen, widely regarded as the greatest chess player of all time. Launched with the first chapter, “Make Your Move”, the campaign positioned BETBY as a strategic partner for ambitious operators, aligning Carlsen’s intelligence, precision and leadership with the company’s core brand values.
In 2025, the initiative evolved into its second chapter, “Leaders Choose Leaders,” strengthening BETBY’s positioning as a Tier 1 sportsbook supplier. Throughout the year, Carlsen appeared alongside BETBY at major industry events including ICE Barcelona and Next Summit Valletta, attracting significant attention, drawing record booth traffic, and increasing the brand’s global visibility.
The campaign was recognised by judges for its originality and creativity, quality of execution, and measurable commercial impact, delivering strong acquisition performance and reinforcing BETBY’s brand equity across key regulated markets. By combining high-level storytelling with clear strategic objectives and long-term scalability, BETBY demonstrated how a B2B marketing initiative can drive both brand prestige and tangible business growth.
Pierre Pulis, Marketing Director at BETBY, commented: “Winning the European Marketing Campaign of the Year – B2B is an incredible honour, especially given the independent and highly rigorous judging process behind the EGR Europe Awards. Our partnership with Magnus Carlsen was designed to reflect exactly who we are as a company: strategic, innovative, and focused on excellence at every level. This campaign delivered measurable results while significantly elevating our global brand positioning, and this recognition confirms that bold, well-executed ideas truly make an impact.”