The agency has been briefed to develop and implement an integrated consumer PR and social media strategy to raise the profile of all six of Sky Bet's betting and gaming products to existing and potential gamers. The account will be led by Cake's MD Chris Wood.

The team will also promote Sky Betting and Gamingmobile platforms and handle the brand's day-to-day consumer press office, as well as creating and managing social media campaigns and advising on engagement strategies. The first stage of activity will start on 18 August.

Ted Moss, marketing director at Sky Bet, said: "Finding an agency that can deliver a truly creative, integrated PR and social media strategy is a real challenge. The Cake team stood out for its knowledge of the media landscape, expertise in the digital arena and its obvious enthusiasm for the sporting and gaming world."

Chris said: "Sky Bet's brief suited us perfectly. Increasingly, our finest work comes when our strong PR heritage is combined with our established social media expertise, to offer clients a wholly integrated approach. We can't wait to get started."

Sky Bet’s six products are Sky Bet, Sky Vegas, Sky Poker, Sky Bingo, Sky Sports Fantasy Football and Sky Sports Super 6.