888 makes bid for female wallet with new ad campaign
Operator kicks-off major marketing push for recently launched 777 casino brand
888 is hoping to attract a larger share of female online casino players after launching a major marketing effort for its recently released 777 casino brand.
Launched in September, 777.com has been pitched at the female demographic with a particular focus on the UK, German and Swedish markets.
According to the firm, 777 offers customers âretro style-class, glamour, surprise and excitementâ and has been built around the concept that players can experience a âjackpot momentâ at any time.
And the firm is currently in the midst of a UK-facing multi-channel marketing campaign for the brand, which got underway last week with the release of a 30-second television advert.
The TV ad has been supported by advertising panels placed in overground train stations throughout the UK while similar panels are set to be installed across Londonâs underground network in the coming days.
â777 aims to attract real money casino players who are looking for a nostalgic, retro vibe not seen in our main competitorsâ sites,â Sivan Finn, 888 PR and marketing director, told eGaming Review.
âThe site was designed to appeal to both a UK and continental audience, with a focus primarily on the UK, Germany and Sweden, and to attract a larger share of female online casino players,â he added.
888 recently lost out to GVC Holdings in the race to acquire bwin.party after which COO Itai Frieberger said the firm would ânot be pushedâ into acquisitions and would instead focus on organic growth.
This growth plan also includes the launch of 888sport in Italy, which is expected to take place in early 2016.