Australian gambling operator Tabcorp aims to refresh the image of its Keno business by announcing the launch of a national TV campaign named “Let’s Play”. Tabcorp will back the TV campaign with further targeted brand activity which will include radio and print advertising.
Speaking to Australian business news sources Tabcorp management stated that the campaign aimed to shift the perceptions of Keno being an “old fashioned” game. Key to Tabcorp’s strategy for the division which has seen declining performance and player numbers, will rest on whether it can attract a new younger audience.
Tabcorp management have reported that a restructure of its Keno division was needed, as the operator recorded a revenue decline of 13.8% to AUS $43.9 million, in its latest performance quarter.
Tabcorp has introduced a pooled jackpots system to its New South Wales (NSW) and Victoria keno games.The operator will further support its new keno product with the launch of a new website promoting Keno in the states of Victoria, Queensland and NSW. The website will feature new live draw, venue information and real-time results and live jackpots.