Tonybet Rolls Out Holiday Campaign Featuring Generative AI Content
Tonybet has launched a holiday promotional campaign built around an AI-generated fictional grandmother character and a multi-week sequence of daily challenges.
The campaign, titled “Grandma’s Prize Fall”, uses a story-led format and asks players to complete 45 daily missions that feed into a shared prize pool, with additional rewards tied to participation.
Tonybet’s release is one of the latest examples of generative AI being used to produce content in iGaming, following similar experiments by brands across industries looking to shorten production timelines and vary creative output.
A 45-Day Christmas Promotion With Daily Missions
Tonybet structured its holiday promotion around a narrative rather than a single, one-off offer.
The company centered the campaign on a “Grandma” character featured in AI-generated videos. In the storyline, she burns the holiday turkey just as guests arrive, then tries to make up for it through a series of surprises tied to prizes.
Tonybet positions those missions as the core mechanic of the campaign, replacing the more common approach of a single seasonal bonus or limited-time deal.
Each mission contributes to a shared prize pool and also works as an entry toward a final draw, with the story progressing as players move through the schedule.
The daily structure mirrors familiar holiday formats such as Advent calendars, where smaller activities build toward a larger payoff. Tonybet kept the missions short in order to fit into regular play sessions, rather than requiring long challenges or extended time commitments.
The iGaming platform also set a participation threshold for additional rewards, offering a “special prize” to players who complete at least ten missions.
Kiryl Liudvikevich, head of product at Tonybet, described the goal of keeping the format simple while maintaining a seasonal theme:
The experience is crafted to be playful but, most importantly, accessible — each daily mission is quick and simple, so players could join in without stepping away from their holiday routines. With a special prize for everyone who completes at least 10 missions, the experience is designed to feel worthwhile for all players.
Players unlock a new mission each day, following an Advent-style format.
More Developers Use Generative AI to Produce Video Gaming Content
Since ChatGPT’s breakout in late 2022, many casino software providers have started incorporating generative AI into how they produce and promote content, not just during the holiday season.
Outside traditional casino and sportsbook operators, other gambling-adjacent firms have also used AI to push attention-grabbing ads.
In June, prediction-market platform Kalshi ran a viral NBA Finals commercial during Game 3 on the YouTube stream. The spot relied on surreal scenes and was produced with AI in about two days for roughly $2,000, according to the filmmaker behind it.
Tonybet’s holiday effort fits into a wider shift toward using AI not just for internal tools, but for front-facing creative.
Kiryl Liudvikevich said the company aimed to try a different format while tying it into a familiar seasonal theme:
Building this 45-day, 45-mission experience was a great opportunity for our team to venture into uncharted territory. Christmas is something many people around the globe look forward to, and we wanted to bring that spirit into this campaign.
