Jackpotjoy to ramp up marketing spend in H2 with UK-focused campaign

Jackpotjoy will roll out a targeted TV marketing campaign in H2 17, CEO Andrew McIver revealed in the operator’s Q2 results this morning.

The ads will be directed at the firm’s core female market in the UK and will come as part of a previously announced increase in marketing spend for the second half of the year.

McIver attributed the operator’s “strong performance” in Q2 with revenues up 17% to targeted marketing and more effective cross-selling, with total marketing spend down year-on-year.

He said cross-selling opportunities between the firm’s casino and bingo products has softened customer churn and would increase lifetime value in the medium term.

But he added the firm would be returning to TV in H2 with Jackpotjoy’s marketing budget weighted towards the second half of the year.

“We continue to benefit from consistent and effective marketing campaigns and during H2 2017, we will return to UK television to further underpin the market-leading brand strength of Jackpotjoy,” he commented in a statement.

The operator will also focus on enhancing its mobile offering in response to shift of bingo and casino players from desktop to mobile.

Jackpotjoy also faces the introduction of the UK tax on bonusing in the second half of the year, a move that McIver previously told EGR could attract “stickier customers and grow market share”.

Speaking to investors this morning he said the tax levy could have an impact on upcoming margins. Although he expects continuous “topline growth through H2”.