Sky Betting and Gaming has launched a new advertising campaign and platform for its Sky Vegas online casino brand titled ‘Play. It’s why we’re here’.
Aiming to “build an authentic connection with casino players”, the campaign celebrates “the big entertainment that can be found in life’s small moments” with a “more responsible direction” and playing “for excitement rather than only for the chance of big wins”.
Following research led by Sky Vegas, the different 30-second and 60-second adverts showcase ordinary people going through wins and losses in daily life moments.
“We’re thrilled to be launching our new ‘big entertainment in the small moments’ platform and shaking up the category cliches,” commented Jonathan Lloyd, Head of Gaming, Brand and Propositions at Sky Vegas.
“Our research was conclusive; consumers feel that brands within the category don’t understand them and the existing category advertising tropes compound the distrust they already feel towards casinos.
“We aren’t only focused on the win, but all the feelings of entertainment that players get from online casinos: jeopardy, anticipation, connection – and even losing. That’s their lived experience with us, so it’s only right that we reflect that in our comms.
“We’re standing out from the category, building on the Sky brand equity, in delivering great, quality entertainment. We’re using real-world, everyday scenarios as metaphors for what Sky Vegas delivers to customers – entertainment in the small moments of the day that feels big and absorbing while you’re playing, but forgotten when they’re over.”
Produced and directed by the studio Who Wot Why, advert scenes across the campaign include a slow-motion leap over a puddle, a dramatic switch of supermarket queue and a widescreen biscuit dunk “with each small moment becoming cinematic in scale, but entirely relatable”.
Stepping away from traditional “hype-led” advertising, the goal of Sky Vegas’ new platform is to “forge a realistic, honest and transparent connection with customers” and understand “the genuine experience of playing”.
Sean Thompson, Executive Creative Director and Co-Founder at Who Wot Why, added: “The truth is, most of us play little games in life – games with a touch of jeopardy that we can win or lose and that feel ridiculously exciting in the moment.
“Winning and losing is part of life, even in the smallest moments, and it’s fundamentally important and responsible to embrace this in the category.”