TV ad spearheads multi-million pound Genting campaign

Genting Alderney, the online casino division of Genting Group, is launching a TV campaign today as part of a multi-million pound marketing campaign.

Entitled ‘The Player’, the 30 second commercial follows a fictional character, Charlie, through the streets of Kuala Lumpur, birthplace of the global Genting brand, accompanied by a voice-over narration revealing his thoughts on the ethos of players. The dramatic city landscape is interspersed with iconic casino images, designed to reflect how close the online offering at www.gentingcasino.com is to a real casino experience.

Created and produced by Guernsey-based LRD-eGambling Partnership, a collaboration between Guernsey-based creative agency LRD and Leeds-based Ponderosa, the campaign was devised using extensive focus group research involving regular players of both online and land-based casinos. The research revealed players across the board believed existing TV adverts failed to represent the motivations and attitudes of ‘serious casino players’.

Genting is committed to addressing this gap in the market that can only be fulfilled by an integrated online and land-based casino offering. The main character within the TV campaign is played by actor Charlie Gardner, who stars alongside Matt Damon in Ridley Scott’s latest sci-fi film ‘The Martian’.

Peter Nolan, MD at gentingcasino.com, said: “As part of one of the world’s leading land-based casino operators, Genting has unrivalled player knowledge and insight, which ensures the advert speaks to our audience in a relevant and different way. Genting players are informed and knowledgeable and we wanted to reflect this in our portrayal of the lead character, Charlie.

“As Genting Group celebrates its 50th anniversary, our heritage gives players the confidence to play both online and offline. Over the last 18 months we have undertaken a significant investment programme in our internet gaming system, web sites and mobile capability, ensuring we continue to innovate in the live casino space and deliver an unsurpassed experience tailored to our players’ needs. This campaign is just the start of a very exciting series of developments to ensure our online offering is best in class.”

The new creative approach will be carried across all marketing channels and Genting UK’s national network of 45 land-based casinos, including Crockfords, which is recognised as the oldest private members club in the world.