Lottoland says it “deliberately” chose to use AI instead of a traditional media agency for its latest advert to not only “explore new creative possibilities” but do so “at a fraction of the cost”.
The Lottoland ad comes months after SBK launched its own fully AI-generated ad for the new Premier League season, adding to a growing trend of using AI to create marketing material.
In June, prediction market Kalshi aired its first ever AI-produced TV ad which was shown during the NBA finals match-up between the Indiana pacers and Oklahoma City Thunder. It was produced by a solo creator, who said it cost just $2,000 to make.
Rivalry also released its own AI-generated ad in May, with the firm revealing it cost around $100 to produce and was made within a week.
Lottoland’s 20-second ad released in Austria last week, featuring a couple getting married on a beach, surrounded by unicorns and baby cupids firing arrows.
It then cuts to a fireworks display over a football stadium, a limousine arriving at the stadium with fans celebrating on either side of the road.
Inside the limo, a man wearing a crown, sceptre and a regal cape and is seen waving to the fans.
The ad ends with a football fan inside the stadium looking at the Lottoland app on his phone, showing the message “Pay out now”.
Throughout the AI ad, a voiceover says: “To all dreamers, visionaries and crazy ones out there – discover the new Lottoland. Our magic is real.”
Explaining the concept behind the ad, a Lottoland spokesperson told EGR the operator wanted to highlight to customers that the brand is “simple, safe and accessible”.
Asked why it opted to create an AI-generated ad over using a media agency, the spokesperson explained the firm was attracted to exploring the new tech while saving on costs.
They said: “The spot was conceived by a human creative (agency), but we deliberately chose AI-driven production to explore new creative possibilities and deliver the same quality at a fraction of the cost.
“In fact, the production budget amounted to around 10% of what it would have cost to realise this concept using conventional methods.
“The concept, storyline, and direction came from a human agency partner. The execution, however, relied heavily on AI.
“All imagery was AI-generated and combined with CGI and image editing. The voiceover was recorded by a professional actress.
“So, while the creative foundation was human-driven, the production process itself was largely AI-powered.”
AI in the industry continues to grow, with crypto casino BetHog releasing the world’s first AI-powered blackjack dealer, Sunny, last week.
The operator’s CEO Nigel Eccles told EGR that he anticipates other sector players try and emulate the technology.
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Operator says AI-powered production on newly launched advert saved as much as 90% of the cost of traditional methods
The post Lottoland “deliberately” chose AI over traditional media agency to cut costs first appeared on EGR Intel.