Sky Vegas has unveiled a new brand platform, Primetime Play, which the Flutter Entertainment-owned casino has lauded as an “exciting new chapter”.
Primetime Play will be fronted by British actor Kaya Scodelario, who is well know for her roles in the Netflix show The Gentleman and cult favourite Skins.
The brand platform is built on the idea of “making everyday moments of play feel more like Primetime”, the company said.
This is a shift away from the previous “Big Entertainment in Small Moments” proposition after the brand put its creative advertising account out for tender.
The first spot in the brand platform features Scodelario walking through a futuristic Sky Vegas world, replete with gaming environments from leading online casino games.
She is confronted by lava, a giant kraken, tropical rainforests and bursting diamond vaults in the 30-second spot.
The ad was produced by Sky Vegas’ appointed creative agency Dentsu Creative, with WPP EssenceMediacom serving as the activation agency.
Dentsu has previously worked with IKEA, Crayola, OREO and Spotify on campaigns.
Global Outdoor was tapped as media owner, with Ready10 acting as PR.
Primetime Play will be pushed across TV, on-demand, radio, digital audio, social, sponsorship, digital display and a “major national out-of-home campaign”.
The out-of-home campaign will include Sky Vegas taking over Waterloo Gallery in London for two weeks, with 16 billboard positions featuring 2D and 3D creatives.
“Waterloo takeover combines Sky Vegas’ new brand world with contextual creative designed to make the most of the station environment and bring Primetime Play into the everyday experiences of commuters and visitors,” per the operator.
Sky Vegas is planning to deploy “refreshed website and app experiences” alongside the campaign
Claire Hamilton, Sky Gaming head of brand and content, said: “Primetime Play marks an exciting new chapter for Sky Vegas, bringing together the very best of Sky’s entertainment heritage with the moments in which our customers choose to play.
“This launch is just the beginning, with Primetime Play set to shape how we build the brand across communications, product and proposition well into the future.”
Sam Behar, Sky Gaming marketing director, added: “Primetime Play is a significant new chapter for Sky Vegas and the result of a clear ambition to bring the brand closer to Sky’s entertainment heritage.
“We wanted to create a brand world that feels distinctive, entertaining and unmistakably Sky Vegas, while giving us a platform that can evolve across the customer experience.”
Rival UK operator bet365 unveiled a new brand platform in August, ‘We Know Betting’, replacing the firm’s previous ‘Never Ordinary’ series.
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Flutter brand taps British actor Kaya Scodelario to front new series as it aims to cement its position as “the UK’s number one online casino”
The post Sky Vegas rolls out new Primetime Play brand platform first appeared on EGR Intel.