SBC News Voice of the Sports Betting Industry
Sky Vegas, the online casino division of Sky Betting & Gaming, is forging ahead with its ambition to become the UK’s market-leading online casino with a comprehensive redesign of its website and a new advertising campaign, designed to make it stand out in an increasingly crowded marketplace.
Implemented across all channels, the main vehicle for the campaign is TV, with the production of four new adverts, the first of which will air on 5th October.
The adverts aim to inspire customer loyalty and ask ‘Why aren’t you in Sky Vegas?’ They transport four characters from the tedium of domestic chores to Sky Vegas – a world of 24/7 thrills, as exciting as the city itself and only a click away. The animated journey from the mundane to the awesome is reflected in their dark sunglasses and accompanied by a high tempo rock and roll track, whilst the voiceover artist has an American drawl.
Sky Betting & Gaming’s Head of Casino Marketing, Daniele Phillips, said: “Research shows that viewers really struggle to differentiate between the TV adverts of online casino brands, so we set out to change this. Our new ads are completely different from our competitors’ and give us a very distinct character, with which customers can identify. There is humour, swagger and a hint of Vegas rock’n’roll, which all convey the clear message that if you’re not playing casino at Sky Vegas you’re missing out.”
The adverts were delivered by agency McGarryBowen, who also produced two campaigns for Sky Betting & Gaming’s sportsbook, Sky Bet.
Angus Macadam, Executive Creative Director at McGarryBowen London, added: “Campaigns for online gambling can be a bit dry so we tried to do something with a proper whiff of Vegas about it.”
The new campaign accompanies a website redesign which facilitates far more sophisticated and user-friendly promotions and delivers a brand new visual identity.
Currently, Sky Vegas has the second largest casino share in the industry and aspires to become the market-leading online casino in the UK. The revamped platform and advertising campaign will also be accompanied both by a nine-week promotion this autumn, giving players the chance to win a share of daily jackpots, and a free-to-enter competition to win £24,000 to spend in 24 hours in Vegas.
