In the ultra-competitive world of iGaming, it is essential for brands to stand out from the crowd. One of the ways they can achieve this is via a memorable advertising campaign – and that’s an angle LeoVegas has taken and run with.
The Stockholm firm elbowed its way into homes up and down the land with its sponsorship of UKTV Gold’s Gold After Dark series, a selection of the country’s wackiest and most-loved comedy programmes broadcast after the watershed.
The deal will last until next April, and the ads will feature LeoVegas’ official mascot, Leo the Lion, and the talents of long-standing British comedian Johnny Vegas. This is a real coup for LeoVegas, as Gold After Dark features some of the UK’s best cult comedy creations!
There’s Simon Pegg’s breakthrough show Spaced, the sparkling wit of Dylan Moran in Black Books, plus the madcap adventures of Noel Fielding and Julian Barratt in The Mighty Boosh. These programmes have a loyal if small but perfectly formed following of fans, so you would expect a decent return on LeoVegas’ investment in the spots.
Its UK manager, Jon Sinclair, certainly hopes so:
"We’re excited to announce our new partnership with Gold After Dark and our further expansion into the UK market. Teaming up with one of Britain's most-loved comedy stations shows our commitment to making LeoVegas a recognised name in the world of entertainment and highlighting our huge offering."
A press statement confirmed that the deal is designed to cement a link between LeoVegas as the ‘king of mobile casino’ and the ‘home of entertainment’ in UKTV Gold, with each of the brand’s products being handed its own dedicated ad to promote it.
Television advertising is becoming an increasingly important battleground for the war between iGaming and sports betting operators. Ad spending has increased by almost 50% in the past three years, with some £118.5m spent on TV spots in 2015 alone. Since 2012, it is estimated that this figure exceeds £500m in total.
The legal landscape has changed in the past decade or so since the Labour government's 2005 Gambling Act came into force in 2007. This act, while largely prohibiting TV spots for gambling operators before the watershed, did allow for such firms to promote their wares during specified sporting events and after 9pm anywhere.
The more stringent regulatory environment means that gambling operators need to be on their mettle when creating their ad spots. Just recently the UK Gambling Commission confirmed that BGO had been fined £300,000 for ‘misleading advertising on its own or affiliate websites’.
The government agency has been keen to press upon the industry the need for social responsibility, so while the spending on TV advertising is increasing, so too is the attention on these ads. But then, there is an element of PR that comes with infringing such rules.
Paddy Power, one of LeoVegas’ main competitors in the sports and casino markets, continues to flaunt rules regarding advertising on TV with its near-the-knuckle campaigns. While it takes the fines on the chin, this cost does come with column inches and social media interactions.
It’s been a great start to the year for LeoVegas, who alongside investment in its advertising has yielded outstanding Q1 profits. It announced in April an improvement of 49% on revenue on the same period in 2016, trousering £44 million compared to £29.5 million just 12 months prior.
The driver of the enhanced profits was an increase in new depositing customers, with some 75,000 players signing up in the first three months of 2017. How important is strong advertising to an iGaming operator? Those figures suggest it is key. Of course, LeoVegas has far more going for it than just a set of TV ads.
It is widely regarded as one of the best mobile platforms around, winning countless trophies from leading industry award events for its innovation and positive attitude towards customer engagement.
With partnerships confirmed with the likes of NetEnt for the months to come, 2017 looks set to continue to be an excellent year in the timeline of LeoVegas. Head over to LeoVegas Casino today to check out what has established this stellar casino as one of the premier experiences on the web!
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