Amaya Gaming is known for making big moves, so its no surprise that the Canadian company is going all in on its new BetStars sports betting site.

According to published reports, Amaya has allocated a more than $14 million (USD) marketing budget on the massive new project.

That money will be in the hands of London offices of the marketing firm Crispin Porter + Bogusky (CP+B). CP+B are no strangers to the gambling business and have already handled contracts with operators such as Paddy Power.

Officials at CP+B expressed excitement over their latest account not only because of its deep pocketed pedigree. The London-based shop is also intrigued by the prospect of working with a new sportsbook from the ground up.

CP+B’s UK and International chief executive Richard Pinder told

It is rare to be in at the start of such a journey for a brand, to help establish it and build the foundations for future success.

Amaya’s foray into the sports betting world is about as bold as it is smart. After all, Amaya could rest comfortably on the success of its recent acquisition of PokerStars, which is arguably the best-known online poker site on the planet.

If BetStars succeeds, and there’s no reason to believe that it won’t, Amaya would cast an even broader shadow across the internet gambling space than it already does. (And its shadow is already pretty wide.)

Though BetStars has been live for quite sometime, it’s fair to say that its been in soft-launch mode since about 2014. Amaya expects to relaunch the site sometime in the first half of this year.

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