ESPORTS – VISUAL EVOLUTIONFEBRUARY 2020

eSports ENERGYBy evolving the existing Unibet assets, we can adapt our sportsbook visual identity to fit seamlessly within the unique world of esports. Staying true to the Unibet brand, while also resonating with esports players.

01/ KEY VISUAL 1ESPORTS VISUAL GUIDELINES

01/ KEY VISUAL 2ESPORTS VISUAL GUIDELINES

PRIMARY LOGO:

UNIBET appears in either BLACK or WHITE. BALLS in UNIBET GREEN with TRANSPARENCY as illustrated.

GREEN#3eab37R58 / G170 / B53C75 / M0 / Y99 / K0Pantone: 361 C

BLACK#000000R0 / G0 / B0C0 / M0 / Y0 / K100

WHITE#FFFFFFR255 / G255 / B255C0 / M0 / Y0 / K0

02/ logoESPORTS VISUAL GUIDELINES

95%75%55% 100%85%65%95%75%55% 100%85%65%

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PRIMARY FONT:

UNIBET PRO – this is the primary font and should be used for headlines and key information across all brand communication.

Kerning -Use -22 when spacing out letters.

Leading -Apply 80% of point size.

SECONDARY FONT:

ROBOTO (regular, medium, bold, black) this is the secondary font and should be used for sub-headlines and body copy across all brand communication.

03/ TYPOGRAPHYESPORTS VISUAL GUIDELINES

GRASS GREEN #3eab37R58 / G170 / B53C75 / M0 / Y99 / K0

CHALK WHITE #ffffffR255 / G255 / B255C0 / M0 / Y0 / K0

TARMAC BLACK #111111R17 / G17 / B17C79 / M70 / Y62 / K89

CTA YELLOW #ffe71eR255 / G231 / B30C3/ M3 / Y88 / K0

04/ COLOURESPORTS VISUAL GUIDELINES

05/ ICONESPORTS VISUAL GUIDELINES

ICON USAGE:

The new esports icon will sit in the relevant tabs on the Unibet website.

VS

ESPORTS

VS

ESPORTS

VS

ESPORTS

05/ ICONESPORTS VISUAL GUIDELINES

ICON USAGE:

Icons can be applied to promo banner by overlapping and masking out the ripple graphic. Do not use the icons with the ‘energy lines’ graphic element.

06 / GRAPHIC ELEMENT 1ENERGY RIPPLEESPORTS VISUAL GUIDELINES

FRAMING DEVICE:

The Unibet esports ‘energy ripple’ is used to frame and interact with photography and artwork assets. The ripple can be masked out to further draw attention to key areas. A bright burst and lines of white have been added to the traditional Unibet graphic assets to help it stand out further.

06 / USAGEENERGY RIPPLEESPORTS VISUAL GUIDELINES

06 / LANDING PAGEENERGY RIPPLEESPORTS VISUAL GUIDELINES

07 / GRAPHIC ELEMENT 2ENERGY LINESESPORTS VISUAL GUIDELINES

FRAMING DEVICE:

The Unibet esports ‘energy lines’ are used to draw attention to photography and artwork assets. The lines are designed to work with assets that will benefit from a directional graphic giving a different output compared to the energy ripple.

07 / USAGEENERGY LINESESPORTS VISUAL GUIDELINES

07 / LANDING PAGEENERGY LINESESPORTS VISUAL GUIDELINES

*onLY TO BE USED FOR TOP ATL CREATIVE

08 / GRAPHIC ELEMENT 3ENERGY FLOWESPORTS VISUAL GUIDELINES

08 / USAGEENERGY FLOWESPORTS VISUAL GUIDELINES

FRAMING DEVICE:

The Unibet esports ‘energy flow’ is used to frame and interact with photography and artwork assets. The energy flow is designed to loop around key characters and create an idea of speed and energy synonomous with the esports world. This graphic is only to be used for ATL creative and is custom designed in each visual.

08 / in situENERGY FLOWESPORTS VISUAL GUIDELINES

08 / POSTERSESPORTS VISUAL GUIDELINES

09 / SOCIALESPORTS VISUAL GUIDELINES

10 / TONE OF VOICEESPORTS VISUAL GUIDELINES

Esports fans are unlike any other set of fans. They are a close community, where even the average player has an expert knowledge of their favourite game, from the major players right down to the gaming strategies.

Our Unibet ethos of “By players, for players” has never been truer than when we are communicating with the esports community.

To help you gain an understanding of the world of E Sports, familiarise yourself with the following gaming terminologies on the last pages.

10 / TONE OF VOICE - EMAILERESPORTS VISUAL GUIDELINES

Sportsbook emailer Esports emailer

10 / TONE OF VOICE - GLOSSARYESPORTS VISUAL GUIDELINES

ACE – When a single player kills the entire enemy team.BAIT – To use a teammate (or yourself) to check an area while someone else stays back in order to get kills or information.BOOST – Using a crouching teammate to leap into a position you can’t usually reach alone.BUY OUT – To buy everything you can with your money during the last round of the half or the game.CT – Counter-terroristECO – A round in which you only buy cheaper items like pistols, grenades, and possibly armour in order to save money for a future full-buy round.FRAG – When a player kills another player.LEGGED – When an AWP-er shoots someone in the leg. This would normally be a one shot, one kill if the bullet hit another part of the body.LIT – You or your teammates call this out when an enemy is damaged. LURK – To walk around alone when the majority of your team is elsewhere, a tactic used to surprise your opponents.

NEED A DROP – Asking a teammate to buy you a gun when they have extra money and you cannot afford one.NT – Nice try.NS – Nice shot.PICK – A quick kill, usually at a defensive spot, that often plays out as a duel.PREFIRE – Preemptively shooting where you expect an opponent to be, even through a wall.ROTATE – When a player leaves an area they’re in to help attack or defend another position.RUSH – To run toward a position, usually with your whole team, in order to overwhelm your opponent.STACKING – To have a more than usual amount of CT (Counter-terrorist) players watching a site.T – TerroristWALLBANG – Shooting a player through a penetrable wall. “x”k - 2k, 3k, 4k, etc - the number of kills a player gets in a single round (2 kills, 3 kills,)

CS:GO (COUNTER STRIKE: GLOBAL OFFENSIVE)

10 / TONE OF VOICE - GLOSSARYESPORTS VISUAL GUIDELINES

AD/AP CARRY – Champion who can dish out lots of damage, either with Attack Damage (physical attacks or Ability Power (magic).CHAMPIONS – Game characters.FIRST BLOOD – The first kill in the game.FLASH – An instant teleportation spell which moves a champion a short distance.GANK – To ambush the enemy with one or more championsNEXUS – This is the structure that gives each character their power. The object of the game is to destroy the other player’s Nexus.

SUMMONER – Person playing the game.SUMMONER’S CUP – The trophy awarded to the winner of the World ChampionshipSUMMONER’S RIFT – The largest and most popular map in LoL (League of Leagues)SUPPORT – A Champion who helps the team by healing.TANK – A champion with high defence who can take a beating.

LEAGUE OF LEGENDS

10 / TONE OF VOICE - GLOSSARYESPORTS VISUAL GUIDELINES

ANCIENTS – These are the two large structures, one in each team’s base, which form the main objectives of the game. You must keep your one safe and destroy the other one.COOLDOWN – Cooldown is the time it takes for a spell, ability or item to become usable again.CREEPS – These are little non-player characters. CS – CS or Creep Score is the number of last hits you have managed.DENIES – When your own creeps are on low health you can attack and kill them to deny experience and gold to the enemy team.DIRE – The Dire side is the one whose base in on the top right of the map.DRAFTING – This is the section of the match before the actual game where the teams select heroes. FARMING – The process of earning gold or experience by killing creeps.GANKING – Ganking refers to pickoff kills, usually with the element of surprise. A bunch of your heroes will attempt to co-ordinate a surprise attack on an enemy hero.

JUKING – This means using the map, your items and your skills to escape a sticky situation. JUNGLE – This is the wooded area between the lanes. LAST HITS – Last hitting means striking the killing blow on a creep. MAP CONTROL – This basically means which parts of the map are you able to walk around without much fear of getting killed. PULLING – Pulling means getting the attention of a unit so that it drags them off their pre-ordained path. RADIANT – The Radiant side is the one with its base on the bottom left of the map.ROSHAN – Roshan is a huge neutral creep who lives in a pit on the Dire side of the map’s river.ROTATION – Rotations are where heroes move around the map to apply pressure in different areas. SAFE LANE – Safe lane means the top lane if you’re Dire or the bot lane if you’re Radiant

DOTA 2

CONTACTSMagdalena EinarssonHead of brand Management+44 7841 673 392Magdalena.Einarsson@kindredgroup.com

Michael Fisher Senior Brand Executive+44 7710 086 283Michael.Fisher@kindredgroup.com