32Red to launch new UK marketing push
Operator aims to take advantage of opportunities presented in post-PoC era with an increase in marketing efforts
32Red will launch a new TV advertising campaign and brand “refresh” as part of a strategy to increase market share in the post-UK Point of Consumption (PoC) market, eGaming Review can reveal.
The television campaign, which will be aired on ITV, Sky, Channel 4 and Channel 5 in the coming weeks, is comprised of four “quirky” adverts, all highlighting 32Red’s customer service credentials.
The ads will feature the tagline “Where you’re the big deal” and will initially focus on the operator’s flagship Microgaming-powered casino product.
The campaign will be complemented by a revamped 32Red logo and a redesigned 32Red Casino website, while the operator has also undertaken a review of its customer lifecycle marketing strategy.
“Our goal is simple,” Matt Booth, 32Red communications director, told eGR this morning. “We want to take 32Red’s award winning reputation for customer service excellence and turbo-charge it.
“We want to persuade players to try the 32Red experience and then to be continually surprised at how we go the extra mile.
“A key part of the refresh includes our player lifecycle marketing – every stage of the player journey has been reviewed to understand what we communicate and how we communicate key messages,” he added.
According to Booth, the primary aim of the campaign is to grow awareness of the brand in the UK’s online casino market where he sees 32Red as being in “a very good position” to gain market share.
Late last year the UK introduced a 15% tax on remote operators’ UK-derived profits as well as a new licensing framework and in last week’s trading update 32Red noted it had detected “fewer brands legally accessing the UK marketplace”.
32Red’s new UK marketing strategy comes just weeks after the operator launched its first major Italy-facing advertising campaign after having launched in the country in November 2012.
Last week 32Red revealed full-year net gaming revenues were up 26% in 2014, marking a fifth consecutive year of double-digit growth.
32Red’s share price was 49p at the time of writing.