6up allows gamers to bet on cricket matches online or via mobile phone, in real time, for £2 per over.
BPS&S will focus on generating interest in game play among cricket fans and sport followers in general.
The specialist sport agency hopes to build media interest around cricket star Shane Warne’s endorsement of the new gambling service.
As a brand ambassador, Warne will be making personal appearances and conducting interviews with sport and tech media.
BPS&S will target blogs and digital media to appeal to what account manager Charlie Allen called the ‘online techie’ demographic.
BPS&S associate director Marc Harris will lead the 6up account for this project, reporting to 6up co-founder George Tomeski.
ALSO... BPS&S sister agency Insight Marketing and Communications, part of the Bell Pottinger group, has won an account with Oswestry-based telecoms firm Voicecomms Warehouse for a national, regional and trade media relations brief.