888 has launched its first global ‘master’ brand. The global brand unites 888casino, 888sport, and 888poker under the single brand name: Made to Play.
Made to Play
The group believes brand unification will provide a stronger and more consistent marketing position. Thus, making the business attract more potential customers. The online operator hopes this launch of its associated multi-channel campaign will grow awareness of its move towards brand cohesion. The campaign includes 60 and 30-second adverts which will run across UK TV, social, and VOD channels for five weeks.
The company states how the advertisement campaign has an aim to ‘take viewers into the dynamic and colourful world of 888 players and the reasons why they play.’
A Clear Message
Another aim of the 888 Holdings campaign launch is to help the company deliver consistent messaging. 888’s Sivan Finn Shalev said: “The launch of our Made to Play master brand strategy is an important step for us. It combines each of the strong brands we have built over the years under a consistent message.” She believes this message articulates what makes 888 stand out from the crowd and why their customers love playing with them.
In the coming months, other countries can expect the launch of the campaign. In addition, each 888 subsidiary brand will set in motion its own Made to Play campaigns post-summer. These campaigns will be supported by the same multi-channel formats employed for the current campaign.
Recently, 888 has been working on expanding its presence across newly regulated US and Canadian markets. Just last week, they have announced they have been granted an iGaming license in Ontario, Canada.
Moreover, this week, the company reported its full-year results for 2021. They have posted a year-on-year revenue of 15%.
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