Sky Bingo rebrands with multi-million pound marketing push
Operator makes largest marketing investment in vertical to-date with new âExpect Excitement' campaign
Sky Betting & Gaming (SB&G) is overhauling its Sky Bingo brand and launching a multi-million pound marketing campaign, as the operator makes its largest ever investment into the vertical.
The rebrand follows a six-month research project which will culminate in the addition of visual enhancements to the Sky Bingo website, as well as new product developments and exclusive game releases.
The revamped site will be backed by a multi-channel marketing push under the new âExpect Excitement’ strapline – a campaign developed in partnership with Leicester-based creative agency BigDog.
The first TV advert focused on the âLucky Number 7′ was debuted last Friday, and additional content is planned across a variety of other marketing channels including social media.
“We know the sense of community and friendliness are an important element of the bingo experience but our research has shown that entertainment and adrenaline are the core drivers for most of our players,” James Boord, SB&G’s head of bingo marketing, said.
“We love bingo as much as our players and we âget’ that one to go feeling – and is ultimately why we do it,” Boord added.
SB&G said it had spent 22 weeks analysing customer motivations as part of the operator’s strategy to differentiate Sky Bingo, which recently reported a 24% rise in net revenues during the last financial year.
Earlier this week the operator announced a 51% rise in revenues to £376.3m for the year ended 30 June 2016, with revenues from betting up 64% and gaming 36%.
In the last month, the firm has been ramping up its international expansion efforts, with the beta launch of SkyBet.it and the appointment of former Deutsche Telekom director, Jochen Weiner, as managing director of its new Sky Bet Deutschland business.