The use of AI image generators has become a go-to strategy for press departments seeking quick and eye-catching stories. Recently, journalists have witnessed a surge in companies utilizing AI to create fictional product crossovers, aiming to secure media attention. Even the gambling sector is embracing this trend, as Grosvenor Casinos, a casino brand under Rank Group, leverages AI image generators to envision how Premier League football shirts might look if designed by renowned fashion houses. This innovative approach serves to promote the launch of Grosvenor Casinos’ fantasy football game, 20Shots.
AI’s Creative Interpretation:
Inspired by the public’s response to eye-catching football kits like those of Arsenal and Manchester United, Grosvenor Casinos sought the assistance of AI to introduce an imaginative twist to its marketing campaign. The task involved using a text-to-image generator to craft images of football jerseys designed by iconic fashion brands like Gucci, Versace, Armani, Louis Vuitton, Prada, Chanel, and Burberry. While the outcomes may not appeal to everyone’s fashion sense, they undeniably succeeded in capturing attention.
Efficiency and Cost-Effectiveness:
One of the significant advantages of utilizing AI image generators is their ability to produce content quickly and inexpensively. There’s no need to engage a designer, making it a cost-effective alternative. Moreover, it often accomplishes the desired goal, as evidenced by the current discussion surrounding this unique marketing approach. However, the question remains whether this trend will have a lasting impact or fade into obscurity.
Positive Revenue Growth for Rank Group:
Rank Group reported a noteworthy revenue increase of 5.9% year-on-year, amounting to £681.9 million for the 2022-23 financial year. This growth encompassed all segments, signifying a recovery from the challenges posed by the COVID-19 pandemic over the previous two years, particularly affecting land-based venues.
Grosvenor Casino, a key contributor to Rank Group’s revenue, generated £306.3 million. Despite a 3.3% increase in revenue, London casinos continued to grapple with suboptimal performance, primarily due to the absence of visitors from the Middle East and East and South-East Asia. The group decided to permanently close its Russell Square casino.
In contrast, casino revenue outside of London displayed robust growth, rising by 6% year-on-year, accompanied by a 7% increase in visitor numbers.
The integration of AI image generators into marketing strategies has provided companies with a creative and cost-effective means to capture the audience’s attention. Grosvenor Casinos’ innovative use of AI to envision high-fashion-inspired football shirts effectively promotes its fantasy football game. As the gambling industry continues to adapt and evolve, such inventive approaches may play an increasingly pivotal role in engaging and retaining audiences.