888 Holdings is undertaking a significant rebranding effort, aiming to strengthen its market position and enhance its appeal to potential customers. The online operator believes that brand unification will provide a more powerful and consistent marketing message. This strategic move is set to highlight the company’s distinctiveness and the reasons why its customers enjoy their gaming experiences.
The Campaign Rollout
To promote this brand cohesion, 888 Holdings has launched an extensive multi-channel marketing campaign. This campaign includes a series of 60 and 30-second advertisements, slated to run across UK television, social media, and video-on-demand (VOD) channels for five weeks. The aim is to immerse viewers in the vibrant and dynamic world of 888 players, showcasing the unique motivations and experiences of its diverse user base.
Strategic Messaging
Sivan Finn Shalev, the VP of Strategic Marketing at 888 Holdings, emphasizes the importance of this campaign in delivering a consistent brand message. She states, “The launch of our Made to Play master brand strategy is an important step for us, combining each of the strong brands we have built over the years under a consistent message that articulates what makes 888 stand out from the crowd and why our customers love playing with us.”
Expanding Global Reach
While the initial focus is on the UK market, 888 Holdings plans to extend this campaign to other countries in the coming months. Each subsidiary brand under the 888 umbrella will roll out its own Made to Play campaigns after the summer, supported by the same multi-channel approach used in the current campaign. This global strategy reflects 888’s commitment to maintaining a unified brand identity across different markets.
Growth in New Markets
In addition to its rebranding efforts, 888 Holdings has been actively expanding its presence in newly regulated markets in the US and Canada. Recently, the company announced that it had secured an iGaming licence in Ontario, Canada, marking a significant step in its North American expansion. This development comes on the heels of 888 reporting a 15% year-on-year revenue increase for 2021, highlighting the company’s growth trajectory.
The unification of 888’s brands under the Made to Play strategy represents a major milestone for the company. By delivering a consistent and compelling message, 888 aims to solidify its position in the competitive online gaming market and attract a broader audience. As the campaign extends to new territories, the company’s strategic focus on brand cohesion is expected to drive further growth and customer engagement.