At Initial Rewards, whilst we love having the opportunity to invent the weird and wonderful, we also know that sometimes there are already masters of the game who know how to do it best. When Bwin asked us to be a part of their partnership with PlayStation we knew that this was the case.

As part of an online competition Bwin gave away a number of PlayStation controllers to the winners.  Accepting the mechanics and recognisable design of the iconic handset were as good as it gets, we decided this was a case of ‘if it ain’t broke, don’t fix it’. Instead, we made some minor tweaks to the existing product, adding the Bwin logo to the handset. Through the process of dual branding we were able to add value to the product, provide the Bwin customers with the best possible product and cement the relationships between these two global brands.