888 to ‘take back poker’ for recreational players with new ad campaign
Campaign seeks to re-engage players put off by sharks and minnows poker ecology
888 has launched a TV ad campaign to celebrate its new long-term strategy of ‘taking back poker’ for recreational players.
The campaign, dubbed Taking Back the Game, hits TV screens today, and will be accompanied by a VoD, pre-roll and digital display campaign.
“888poker was the first to recognise a desire for change and a growing sense of frustration from players due to the direction in which the industry is developing; uneven matches, slow games and disproportionate VIP bonuses,” explained 888 in a blog post.
“We have now made it their mission to change this, so players can enjoy a poker game worth playing.”
The operator has produced four 30-second ads depicting the frustrations players feel, and reveals 888’s solutions – less waiting, more playing; fairer games; better chance of winning and exciting promotions for all players.
“’Taking back the game’ is about going one step further for our players; it’s about moving forwards, not backwards, and shaping the future of online poker so that we give our players a better experience,” Itai Pazner, SVP of B2C at 888 Holdings, said.
“We have a clear and positive picture of how we see 888poker developing over the next few years, both online and offline, and I personally can’t wait to see 888poker transform and revolutionise the way online poker is played.”
888 has made several changes to its poker product over the last year including the launch of fast-paced variants such as BLAST poker and the introduction of gamification elements like ‘Treasure Quest’, which requires players to complete daily challenges to reach the end of an online game board.
Several other initiatives and projects are also expected to be announced in the coming months, 888 said.
Online poker consultant Kim Lund said the tone of the new campaign was “spot on”.
“The ambition to change the narrative of poker is widespread but this is the first TV campaign I’ve seen broadcasting that intent, and the first campaign that seeks to tell old payers that the game has changed so they can re-engage.”