GGBET UA launches “Keep it GG” campaign across Ukraine

• GGBET UA has launched a large-scale advertising campaign across Ukrainian TV, digital platforms, and social media under the slogan “Keep it GG.”
• The campaign features well-known Ukrainian footballers and was produced in collaboration with a Ukrainian advertising agency and production company.
• The initiative reflects GGBET’s strategic shift from an esports-focused brand towards broader traditional sports positioning in local markets.

GGBET UA, one of Ukraine’s leading iGaming brands, has launched a nationwide advertising campaign titled “Keep it GG,” marking one of the company’s most ambitious brand pushes to date.

The campaign began airing on Ukrainian television and online channels in February 2026, with content also distributed across the brand’s social media pages.

The creative concept

The campaign is built around the phrase “GG” — shorthand for “Good Game” — a term rooted in video game culture. Sergii Mishchenko, CEO of GGBET UA, explained the thinking behind the concept in a statement accompanying the launch.

“Every game, every match, every tournament is a moment that brings people together,” said Mishchenko.

“For us, it’s important that every interaction with GGBET gives users that good game feeling — an experience that outlives the result and leaves vivid emotions behind, just like after watching a match.”

The commercials depart from conventional advertising formats. Rather than using traditional voiceover narration, the videos are built around full audio tracks. Storylines incorporate both direct and metaphorical references to sports, esports terminology, and casino environments.

Prominent Ukrainian footballers appear among the campaign’s main characters, including former Premier League forward Andriy Yarmolenko.

From esports to traditional sports

The campaign signals a deliberate strategic evolution for GGBET. The brand has historically concentrated on esports, building strong results in esports betting and sponsorship agreements. It is now applying those capabilities to traditional sports across local markets.

In Ukraine, GGBET has established partnerships with FC Dynamo Kyiv, FC Polissya Zhytomyr, and the Basketball Federation of Ukraine.

The company has also developed crossover projects combining sports and esports formats, including the “Match of LeGGends” showmatch, which brought together football players and esports competitors in a hybrid competition on a shared server.

Supporting the local creative industry

The brand’s creative team worked on the campaign alongside a Ukrainian advertising agency and a Ukrainian production company. The decision to use local partners was described as a deliberate choice to support Ukraine’s creative sector during the ongoing war.

The campaign adds to a growing trend among iGaming operators establishing deeper local market identities, rather than relying on globalised, generic marketing approaches.

GGBET’s willingness to produce culturally specific content — and to do so in partnership with the local creative economy — shows both commercial positioning and a degree of corporate responsibility during an extraordinarily difficult period for Ukraine.