LeoVegas has certainly impressed in the relatively short time period that it has been focused on the UK mobile casino market, and their combination of a wide range of games and some top-notch bonuses and extras has led to it being a regular focus here on the site. While it could currently be argued that the brand lacks the familiarity of some of the biggest names in the UK, such as Paddy Power, Sky Vegas and Ladbrokes, the quality of the underlying offering is certainly worth promoting and that is precisely what they have set out to do with a new deal with UKTV.
Specifically, the operator will be sponsoring UKTV’s Gold After Dark, a highly popular post-watershed programming offering that gives viewers the chance to experience some of the UK’s classic and most risqué comedies all over again. The deal that has been put together will run until April 2018 and the ad placements will feature the LeoVegas mascot, Leo the Lion, and popular British comedian Johnny Vegas.
Gold After Dark is the place to be for anyone that wants to experience some of the UK’s zaniest comedies, with everything from Spaced and Black Books to The Mighty Boosh on the schedule. These shows are the very definition of cult British comedy and hugely popular in their own right, indicating that LeoVegas can expect to have many more eyeballs on their brand over the next year.
Jon Sinclair, LeoVegas’s UK manager, certainly seems to think so, commenting: “We’re excited to announce our new partnership with Gold After Dark and our further expansion into the UK market. Teaming up with one of Britain’s most-loved comedy stations shows our commitment to making LeoVegas a recognised name in the world of entertainment and highlighting our huge offering.”
The Impact of Television
In most quarters, television advertising is losing value among marketing experts. The proliferation of DVR services, even included with most television packages, and the ease with which viewers can simply do something else within ad breaks, has meant that television real-estate is not as highly-regarded as it once was. However, for online and mobile casinos, it is becoming a really important way of getting their brand out there. When you do not have the high-street heritage of Ladbrokes or the sports betting pedigree of Bet365, a presence on something like UKTV gold can instantly make a brand a noted name among new players. Television ad spending in the sports betting and casino gaming industry has increased by more than 50% in the last three years and it looks set to continue to rise.
For some, mainly Paddy Power, they actually push the boundaries in what is a highly-regulated sector and even seemingly factor in the cost of fines into the marketing budget! LeoVegas has opted to remain firmly within the rules with this new sponsorship, however, and the campaign stands out as being future proof, in that any regulations preventing gambling ads on television before a certain time will have no effect on the deal.
LeoVegas Looking Good for 2017
The casino firm certainly appears to have the resources to support a major UK marketing push throughout a variety of channels, with 2017 being one of their best years so far. Already in the first quarter of the year, the company saw a 49% rise in revenue compared to 2016, with £44 million hitting their coffers compared to £29.5 million the year prior. More than 75,000 players registered with the casino in the first three months of the year and new players are of course the holy grail for many gaming operators, as keeping an existing customer happy is the easy part – especially when you have the LeoVegas platform propping you up. Convincing them to come along for the ride in the first place is where the effort is required, but they have succeeded admirably so far and this new campaign should ensure that they continue to head in the right direction.
We are certainly big fans of the brand and there is no question that LeoVegas is one of the very best mobile casino gaming experiences out there for players in the UK right now. They offer more mobile slots than just about anyone else, with partnerships with everyone from NetEnt to Yggdrasil and much more besides. This is all backed up by round the clock support, speedy and safe banking and everything else that the discerning mobile casino player could be looking for. With a dedicated focus on gaming on iPhones, iPads and tablets, we could not be happier with what they have to offer and the more players get to experience the action for themselves, the better!