Genting gets serious with multi-million pound TV ad campaign
Casino operator focuses on knowledgeable players in new UK advertisement to be screened from 5 October
Genting Alderney, the online casino division of Genting Group, is to launch a new multi-million pound UK television campaign aimed at attracting “serious casino players”.
The campaign will be screened from 5 October and follows extensive focus group research which Genting said revealed casino players felt the current crop of TV ads failed to reflect regular players.
The advertisement, which was created and produced by Guernsey-based marketing agency LRD-eGambling Partnership – a collaboration between Guernsey-based creative agency LRD and Leeds-based Ponderosa – focuses on a fictional character who roams through the streets of Kuala Lumpur, the birthplace of Genting, to reveal his thoughts on the ethos of casino players.
The ad is interspersed with casino images which Genting said were designed to show how close the online casino experience was to the real thing.
Peter Nolan, managing director of gentingcasino.com, said the ad was created to speak to the more knowledgeable casino player and also highlighted the operator’s recent efforts to improve the online casino experience.
“As part of one of the world’s leading land-based casino operators, Genting has unrivalled player knowledge and insight, which ensures the advert speaks to our audience in a relevant and different way,” Nolan said.
“Over the last 18 months we have undertaken a significant investment programme in our internet gaming system, websites and mobile capability, ensuring we continue to innovate in the live casino space and deliver an unsurpassed experience tailored to our players’ needs,” he added.
Last year Genting launched a live casino in conjunction with software supplier Comtrade Gaming aimed at its VIP client base, which Nolan said would reflect the high standards set in its casino clubs.