Betfair, which is planning a significant increase in media spend, has briefed agencies to make it "the betting person's first choice".
It also wants to position its poker site to appeal to a younger generation of players who have grown up with the online game.
The account up for pitch centres on the UK, but the brief hints that there may also be an international element.
The WPP-owned Maxus, then BJK&E, won the Betfair business in February 2007 without a formal pitch. At the same time, Albion was appointed to handle the advertising account.
To distinguish the brand from that favoured by expert gamblers who also use other sites, the gaming site launched a campaign in February, by Albion, featuring poster ads with the strapline: "Join the new breed."
Earlier this month, Betfair became the official betting partner of the England and Wales Cricket Board. It will also use its "Betfair Blimp" to provide Sky Sports with aerial footage during this summer's npower Ashes Test series.