Marketing media in London are reporting the award of a GBP 7 million advertising contract by international online gambling group Betfair this week to the MCHI agency.

The agency, a joint venture between CHI & Partners and WPP's Group M, landed the business in a final shoot-out against the incumbent, WPP's Maxus, reported Brand Republic, adding that Betfair is planning a significant increase in media spend, has briefed agencies to make it "the betting person's first choice", and is anxious to position its online poker site to appeal to a younger generation of players who have grown up with the Internet game.

The account centres on the UK, but the brief hinted that there may also be an international element.