888 backs improved product with New Jersey marketing push
Analysts suggest the campaign marks a desire to “get back on the radar” ahead of expected regulatory developments
888 has launched a new marketing campaign in New Jersey to promote its newly improved online gaming offering, EGR North America has learned.
The firm added around 50 new casino games in February following upgrades to its poker platform in January, and has backed the improvements with two new TV ads.
The 30-second clips play around the rhythm of the 888 name, repeating words like fun, fun fun and win, win win.
Itai Pazner, chief operating officer of 888, told EGR NA: “888, through its joint venture with AAPN, continues to develop its product offering in New Jersey, further enhancing its Casino offering with a wide variety of new games, while further developing its world-class Poker platform available in the state.
“We continuously refine our marketing to ensure we are growing the 888 brand presence in the market. Our new creative campaign, tailored specifically for New Jersey and coincides with the relaunched and revamped Casino product, is entertaining and engaging, and is a play on words of the 888 brand.”
Eilers & Krejcik noted the product improvements were long overdue, with 888 maintaining “one of the smallest game libraries and lagging behind other non-native brands in terms of marketing and revenue.”
The analyst added: “We suspect these efforts are in no small part due to the company’s desire to get back on the radar in the U.S. in advance of the Pennsylvania market opening and the possible rollout of regulated sports betting should the SCOTUS ruling fall the right way.
Eilers & Krejcik estimate 888 accounts for around 2% of New Jersey online revenues, roughly similar to the recently launched MGM brand.