Crypto sportsbook and casino operator DuelBits says its JUSTIN2026 marketing campaign generated more than 122 million verified video views ahead of the UFC Freedom 250 event, while contributing to one of the company’s highest-turnover MMA betting events in recent years.
The campaign centred on former UFC lightweight champion Justin Gaethje and was launched ahead of the event at the White House. According to DuelBits, the initiative aimed to exceed 100 million impressions across owned, paid and partner channels, a target the company said it surpassed through a network of more than 140 content creators.
The campaign included a long-form promotional film, six short-form videos, behind-the-scenes content and still imagery distributed through MMA-focused publishers, social media creators and clipping pages. The main video was also featured in Gaethje’s Art of Violence YouTube series.
According to the operator, the campaign also increased promotional code usage and contributed to one of its strongest UFC betting events by turnover. No financial figures or wagering data were disclosed.
The initiative forms part of DuelBits’ wider marketing strategy focused on creator partnerships and combat sports audiences as the operator continues to expand its sportsbook offering.
Jasper Hoekert, Chief Marketing Officer at Duelbits, said: “We wanted to support Justin before everyone else recognised the opportunity. Instead of following the hype once he has already achieved greatness, we wanted to back a champion before anybody else did.
“The campaign wasn’t measured purely on views. Of course, surpassing 122 million verified views and exceeding our 100 million KPI was a huge achievement, but the real success was seeing that attention convert into one of our strongest UFC betting nights in recent years.
“It also reinforced something that’s key to DuelBits as a brand, which is that we don’t do small campaigns. Whether it’s the production quality, creator network, or distribution strategy, we want every activation to show what’s possible when sportsbook marketing is treated like premium entertainment.”
