TheScore Bet is looking to hammer home what sets it apart from other sports betting apps with its fall campaign.

The campaign, which has launched in Ontario, was developed with creative partner Diamond and features two 30-second spots that build on the agency’s previous “Bet Mode” work, which featured celebrities including Gerry Dee and Jon Lovitz.

This time, however, the sports betting platform is moving away from celebrity and focusing instead on how it provides a seamless and integrated media and betting experience between theScore’s media and betting apps.

“This new campaign supports one of our core product differentiators: a completely synced up media and betting experience,” explains Aubrey Levy, SVP of content and marketing for theScore. “Our view is that when media is integrated with betting the right way, it provides for an enhanced and improved user experience.”

“With theScore Bet plus theScore’s in-depth sports data and analysis, making informed bets is a streamlined experience,” adds Jordan Cohen, creative director at Diamond. “As a key differentiated offering in the category, it was time to make that clear.”

The shift away from celebrity spokespeople was also a deliberate one, according to Levy.

“While the industry was aware that changes might be pending, this was a decision made because we felt it was the right creative direction for the campaign. Celebrity has never been a prerequisite in our campaign ideation,” he explains. “When we’ve used talent previously, it was always in support of the campaign message, rather than the primary focal point. So, as we decided to focus this campaign more on a comparison of our differentiated value proposition versus the category, creatively celebrity didn’t fit as well to support the strategy.”

The campaign is running across TV, digital and OOH through the fall. Initiative handled the buy across all three channels.