Sky Vegas is gearing up to unveil a groundbreaking advertising platform that deviates from the conventional spectacle of the City of Lights and big wins associated with the gambling industry. Instead, the campaign aims to spotlight the small joys experienced during play, shifting the focus from winning to the overall customer experience.
Challenging industry norms, the campaign embraces transparency by showcasing both wins and losses that players may encounter at the casino. Sky Vegas believes that player joy is derived not solely from the prospect of winning big but, more importantly, from the act of playing itself. This perspective is rooted in player research conducted by the company, with the campaign’s tagline, ‘Play. It’s why we’re here,’ echoing this philosophy.
Developed in collaboration with the creative agency Who Wot Why, the campaign seeks to capture the essence of everyday life through 60 and 30-second films. These clips, set to air on TV channels and in cinemas, reimagine mundane occurrences as moments of “big entertainment in the small moments,” as described by Jonathan Lloyd, Head of Gaming, Brand, and Propositions at Sky Vegas.
Sean Thompson, Executive Creative Director and Co-Founder of Who Wot Why, emphasized the campaign’s acknowledgment of the dualities inherent in life, stating, “The truth is, most of us play little games in life – games with a touch of jeopardy that we can win or lose… 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.”
The advertising initiative reflects a conscientious effort by Sky Vegas to align with player sentiments. Lloyd explained, “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.”
Lloyd continued: “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.”
Sky Vegas’s approach goes beyond the traditional emphasis on winning, acknowledging the diverse range of emotions players experience in online casinos, including jeopardy, anticipation, connection, and even moments of loss. The campaign represents a significant shift towards a more nuanced and player-centric narrative in the realm of online gambling.
