Parimatch, a leading betting company on CIS markets, has always aimed at wide

audience and educated population that betting is a progressive entertainment activity vs. a CIS markets stereotype, that betting is a “dirty” business for outlaws.

But in the end, only few clients really appeared to be TOP players, that generate most of the company’s profit.

So in 2018 it was decided to adjust the communication of Parimatch to resonate with potential

profitable players. The research of local players revealed their portrait:

? Choose highly-demanding jobs

? Bold and sometimes shameless

? Sarcastic about problems

? Energized with their inner fire

The new film was created to resonate with these people, match their lifestyle and life attitude. To show the icon to associate oneself with – a hero that moves towards his goal no matter the obstacles and who turns any challenge into his benefit without breaking a sweat.

As it was crucial for us, that all elements of the film would work in synergy to develop a single strong feeling of inner charge,

power and passion, it was clear, that no existing soundtrack would be a 100% match. The sound and the text had to become an

anthem for the hero of our film – the anthem of brand’s client.

To create a unique sound, we have teamed up with a Canadian sound studio “The Cult Nation”.

The audio incorporates sounds from different sports to improve the connection with sports betting. The track was developed to

be dynamic, charged and increasing tension to the end.

The original text is revealing the unchallenged will to win, to reach the goal, to become the absolute victor despite all the

obstacles.