Previously Paddy Power and Betfair shared a Live Casino TV studio set, hosted by Playtech Live in Latvia. The brand teams wanted to create two distinctive, individual TV studio sets that fully reflected each brand. 

I art directed both Live Casino TV studio set designs simultaneously. They were designed and produced while working remotely during the Covid lockdown.

I researched TV studio set design in general, and casino market research in detail, to create these designs. I looked at competitors, live casino on and offline offerings, and delved into industry expert and customer reviews to equate best practice.

By incorporating this competitor analysis into the art direction, I could design more effectively for each brand’s proposition and visual identity.

• Create a distinctive branded Betair Live Casino TV studio set.

• The objective is to elevate the customers’ everyday experience with Betfair Live Casino by creating a modern, premium and on-brand environment that allows them to unwind and be entertained.

• We want a fresh approach. Less night time, club feel - more of a light, daytime look.

• Create a strong, clean design but add warmth and atmosphere.

• Use the Brand’s VI to be cohesive with the online website.

• Create a studio space that looks good from all camera angles and engages customers - consider the layout and specifications, table positions and visual sight lines.

• Design the complete set: branding / signage / walls / floors / tables / lighting / additional props.

• Design dealer outfits.

• Overall Direction: A premium, sophisticated casino environment combining strong Betfair branding with layered textures, warm lighting and distinctive architectural details.

• Betfair Live Casino Brand VI: Used the brand colour palette and BF icon arrows as a recurring graphic pattern throughout the space.

• Premium Finishes: Gold rods incorporated into the brand’s arrow shapes to add texture, depth and a high-end feel.

• Signage: 3D, backlit Betfair logo signage designed to look impactful from both front-facing and angled views.

• Studio Walls: White lightbox-style walls featuring the Betfair arrow pattern, layered with gold rod detailing to create dimension and visual interest.

• Table Design: Black table bases with raised, textured panelling, enhanced with warm yellow under-lighting to highlight the detailing and premium finishes. Emblazoned with logo signage.

• Lighting: Black and gold wall sconces with large opaque white glass globes, adding warmth and atmosphere and preventing the space from feeling clinical.

• Feature Table: Positioned on a raised, glossy-black podium to create a focal point, with a white lightbox base featuring the arrow pattern and illuminated 3D Betfair branding.

• Dealer Wardrobe: Created moodboards and approved uniform designs for both men and women, developed to feel premium, smart and camera-friendly.

  Womens: Black V-neck waistcoats with double-breasted gold buttons and black cigarette-cut trousers.
  Mens: White shirts, black dickie bows and deep-V double-breasted waistcoats.

• Created and pitched all decks to Brand teams, Live Casino teams and Playtech's onsite producers - including all internal and external stakeholders - achieving consensus and final approvals.

• Closely collaborated with all stakeholders and Playtech in Latvia, remotely via Zoom.

• Projected managed and quality assured all deliverables.

• QAed all areas of the set design: from signage, walls and furniture finishes to lighting and uniform designs.

• QAed camera tests - art directing the overall set for optimal viewing to ensure best output.

• Developed and supplied detailed decks and digital assets for every aspect of the production.