EVERY PLAYING STYLE, ONE PLACE: FORTUNA
The new brand campaign puts real players in the spotlight
Fortuna is launching a new communication campaign, built on the simple and very human idea that every player has their own playing style. Some players are explosive and play enthusiastically but responsibly, others pay attention to game combinations, and others develop over time small personal rituals about luck. Fortuna highlights and celebrates these styles in a new brand campaign.
FORTUNA
A New Perspective in the Industry
In recent years, communication in the Romanian gambling industry has become increasingly technical. We talk a lot about interfaces, odds, streaming, gamification, speed, integrations and AI. However, we talk less and less about people and what makes them truly special.
That is why Fortuna aims to take a novel approach in its new brand campaign – Every playing style, one place – a creative endeavor that aims to celebrate authentic players and the playing styles that make them so memorable.
From Playing Styles to a New Brand Concept
For years, advertising has used the idea of “authentic people” in various forms, but the idea of “authentic” has most often been equated with “aspirational.” But this reality is not often found in real life, i.e., on the street, in bars, in apartment building stairwells, in parking lots, and obviously not in betting apps.
Fortuna is reversing the paradigm and has the courage to unreservedly claim that authenticity is a promising area for communication. Authentic players combine on their betting slips sports they don’t know much about and invent rituals, doubling algorithms and small personal theories about luck, which makes them truly interesting.
Playing Styles: a New Cultural Territory
To give shape to this new positioning, Fortuna introduces the idea of celebrating all playing styles, punctuated by the main message of the campaign – “Every playing style, one place: Fortuna.”
This is where the main characters of the campaign arise: Răzvan All-In, the man who brings the same energy to the game in the app as he does to the game with his friends, Petru PariuCă, the sports betting specialist who defies logic. Sorin Finanțatorul, the calm guy who turns his winnings into small celebrations with friends. Bogdan The Special One, the man who catches “specials” in life and in the app. Or Șerban The 777 Agent, for whom dubbing becomes an art.
Storytelling Reinvented Through Humor
The three main spots of the campaign adopt a type of storytelling that is less commonly used in the industry: observational humor. The situations are not exaggerated, but taken from the player’s everyday reality. A game between friends in the park, a bar where winning becomes a collective celebration, a parking lot where “specials” manifest themselves before entering the app, an improvised projection between blocks that turns a wall into an urban grandstand.
Every Play Style… Responsible
Throughout this creative endeavor, Fortuna relies on responsible gaming as part of how the brand understands its relationship with players. The local industry is undergoing a period of rapid change, with an increasingly restrictive legislative framework and new measures that are reshaping how operators can communicate.
Fortuna has therefore chosen to build a mature, transparent, and responsible brand that promotes gaming, above all, as a form of entertainment. The characters in the campaign support this idea through the way they live their “gaming styles”: not to constantly chase winnings, but to turn the game and betting into a social, authentic and fun experience.
Fortuna considers responsibility to be a key element for the sustainability of the industry and for a fair relationship with players.
A New Voice in an Industry
The relaunch of Fortuna also comes with a change in the brand’s voice. The tone becomes conversational, relaxed, without solemnity and without grandiose imperatives. And Fortuna celebrates and validates the players as they are, with their rituals and logic, which is most often infallible.
This type of communication has an important strategic advantage because it is extremely “campaignable.” The campaign concept naturally allows for long-term expansion. It is the kind of idea that can generate other characters, other styles, other scenes, other content, other collaborations, other activations and even other ways for players to express themselves.
What’s Next for Fortuna?
The new positioning is not a creative one-off. It is a direction that will generate new campaigns, content, collaborations, UGC, competitions, activations and episodic formats in the near future. Moreover, it has an element that is rare in the betting industry: great potential to create a community of authentic players. Playing styles become pretexts for interactions between the brand and users, not just simple creative gimmicks.
In a market where product differentiation is becoming increasingly difficult, differentiation in terms of communication becomes a competitive advantage. Fortuna chooses to communicate by building around the reality of players, opening up a multitude of creative territories to explore.
“For us, this campaign was an opportunity to rethink the way Fortuna communicates with its audience. It is a brand with a solid heritage in the market: Fortuna was the main sponsor of the Romanian national team and has always been present in the way Romanians experience football, with all their emotions, customs and rituals as fans. In 2026, Fortuna will celebrate 10 years in Romania and this moment is perfect for a new communication campaign, closer to people and their reality. That is why we chose the direction ‘Every play style, one place: Fortuna’, because real players are authentic, with their own playing styles and their own lucky rituals. It is also our way of celebrating these 10 years and the close-knit community that has accompanied us throughout.” – Valentin Nenu, Head of Marketing, FEG Romania
So, whatever your playing style, whether you like to experiment responsibly or enjoy reading magazines about the gaming industry from time to time, now is the best time to showcase your style on efortuna.ro or in the app. And stay tuned because the story continues with new styles, new players and one thing that will never change: Fortuna is for real players, meaning you!
Fortuna is part of the Fortuna Entertainment Group, one of the largest European groups in the gaming industry, with a presence in the Czech Republic, Slovakia, Poland, Croatia, Romania, and, starting in 2026, Montenegro.
