InterCasino reveals "personalised" casino in major brand relaunch
NYX Gaming-powered website undergoes complete redesign including new navigation tools, customisation features and return of the original InterCasino logo
Intertain Group’s InterCasino brand has undergone a major rebrand this week with the online casino unveiling a new “state of the art” website ahead of a new TV marketing campaign later this year.
The design of the site is based on feedback from more than 6,000 affiliates and customers through surveys and focus groups and includes revamped navigation tools, new graphics design and the return of the InterCasino crown logo.
The new InterCasino.com website was launched yesterday and also features a ‘Customise Your Casino’ tool enabling players to choose exactly what games they see on the page.
“What we’ve tried to develop is a modern day front for a casino which includes everything on one page and is only one click away, something the top ecommerce companies do very well,” Intertain’s chief marketing officer Peter Marcus said.
Marcus, who rejoined the firm last year following his departure in 2008, told eGaming Review the operator was also aiming to rebuild trust in the InterCasino brand.
“Trust is hugely important for a company which was established in 1996 and is one of the oldest casinos in the world,” Marcus added.
He highlighted the importance of bringing back the crown logo as part of the rebrand and said a new TV advertising campaign would begin in the coming months in conjunction with greater digital marketing efforts.
InterCasino originally worked with Amaya to produce the website’s new software and later with NYX Gaming following its acquisition of Amaya’s B2B division Ongame in November, which also included the transfer to NYX of the Amaya Game Office.
“The latest functionality greatly improves the flexibility and responsiveness of our front end,” David Flynn, EVP business development for NYX Gaming Group, said.
“Delivering a dynamic CMS, tailored in real time to each players habits and preferences with player specific bonusing helps to create a personalised casino experience thus aiding acquisition and retention of players,” he added.
Last February the Intertain Group acquired WagerLogic and its InterCasino brand, as well as WagerLogic’s other B2C sites InterPoker and InterBingo, from Amaya Gaming for CA$70m (49m).
Since its formation last year, Intertain has been an active player in the egaming M&A space after completing a number of high-profile acquisitions and is said to be in pursuit of a number of potential new deals.
Following the acquisition of WagerLogic, the Toronto-based company acquired Costa Bingo owner Mandalay Media for approximately £60m, enabling Intertain to gain a foothold in the UK bingo market for the first time.
Most recently the company completed the acquisition of online casino operator Vera&John for up to 89.1m, including an initial payment of 44.5m in cash and 36.5m in common shares.
As first reported by eGaming Review in December, the firm is also currently in active discussions to acquire a major part of the Gamesys Group which could feature a long-term partnership as part of the deal.