SBC News Voice of the Sports Betting Industry
UK challenger sportsbook and casino brand Midnite has unveiled its first TV advertising campaign, marking a significant milestone in its brand journey as it looks to scale its profile with British audiences.
Founded in 2018 by Nick Wright (CEO) and Daniel Qu, Midnite views itself as new disruptor challenging the status-quo of the UK’s online gambling market, delivering the best value for customers.
Following a successful launch of its online casino in 2023, Midnite is now embarking on an ambitious “above the line” marketing push, starting with its debut TV spot titled “Done Better”.
The 30-second advert, created by London-based creative agency Fluoro, will air from 27 March across Sky, Channel 4 and Channel 5, covering both linear TV and streaming platforms. The campaign has been designed to support Midnite’s brand purpose: ‘getting closer to the games you love’.
“We are hugely excited to embark on our first TV advertising campaign to tell our brand story after a period of explosive growth,” said Nick Wright, CEO and co-founder. “As a challenger brand looking to disrupt the market, we’re ready to put our foot on the gas. This is the moment where we say ‘we are here’.”
The visually arresting creative follows a female protagonist who is drawn into Midnite’s world through a vortex, entering a surreal, stylised 3D theme park of vibrant colours, casino chips, and slot symbols.
The campaign promotes Midnite as a stand-out online gambling brand for new audiences, as CEO Wright added: “Midnite is taking online betting into the future with next-generation casino where the theatre revolves around the player.
Fluoro has helped us stretch the boundaries of what’s possible with their culturally savvy creativity and craftsmanship in motion graphics, VFX and soundscapes. This campaign helps us heighten the thrill, redefine the experience and lead the new era of online betting.”
Tim Smith, Founder and Creative Director at Fluoro, said: “Midnite is disrupting its sector and developing a dynamic brand, so in this ad we were able to go wild with an attention-grabbing story arc, effects and perspectives. Stepping away from the agreed tropes of the online betting industry, we were looking to create an enticing world that’s too good for the viewer to pass up.”
