How Intertops’ Moolette became one of online gambling’s most viral marketing stunts
In the latest instalment of his series on the history of the online gambling industry, industry pioneer Ian Sherrington revisits one of the most unusual and successful marketing campaigns of the early internet era.
The article tells the story of Moolette, a quirky betting promotion launched by Intertops in the early 2000s that invited customers to wager on where a cow would leave its next cowpat. What began as a light-hearted publicity stunt became an international media sensation, generating extensive television, newspaper and radio coverage around the world.
Using original documents and personal recollections, Sherrington explains how campaigns like Moolette demonstrated that creativity and humour could be just as valuable as advertising budgets in building a global brand. He also reflects on a time when online gambling companies had far greater freedom to experiment with bold marketing ideas than would be possible under today’s stricter regulatory environment.
What made Moolette so effective was not just the novelty, but the timing. In the early 2000s, online gambling brands were still experimenting with how to build recognition in a crowded and fast-changing market. Intertops, already known for pushing boundaries, understood that attention was a currency of its own. Rather than relying purely on conventional advertising, the company leaned into humour, curiosity and surprise.
Sherrington’s broader point is just as relevant today: some of the most effective campaigns in gambling history were built on creativity rather than budget. Moolette worked because it was different, memorable and easy to explain. It was also a product of its time. The regulatory environment of the early internet era allowed far more freedom for playful, outrageous marketing than most operators could dream of today.
That freedom helped shape the culture of online gambling’s formative years. Campaigns like Moolette helped define the personality of the sector itself. They showed that gambling brands could be entertaining, irreverent and media-savvy, while still driving serious commercial impact.
As part of Sherrington’s ongoing series on the pioneers and turning points of the industry, Moolette is a reminder of how quickly a simple idea can become part of gambling folklore. In today’s tightly regulated market, the stunt may feel impossible. But back then, it was exactly the kind of bold move that helped build an international brand.
Click here for the full article: Intertops’ Greatest Marketing Campaign – Moolette!
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