The online operator believes brand unification will provide a stronger and more consistent marketing position; making the business more attractive to potential customers.  

888 hopes the launch of its associated multi-channel campaign will grow awareness of its move towards brand cohesion. Its marketing campaign will include 60 and 30-second adverts and is slated to run across UK TV, social and VOD channels for five weeks. 

The advertisement campaign aims to ‘take viewers into the dynamic and colourful world of 888 players and the reasons why they play,’ so cites the company.  

And 888 Holdings VP of Strategic Marketing Sivan Finn Shalev believes the campaign’s launch will help the company to deliver consistent messaging.  

She said: “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.” 

The company’s marketing campaign will launch in other countries in the coming months, and each 888 subsidiary brand will set in motion its own Made to Play campaigns post-summer. These campaigns will be supported by the same multi-channel formats employed for the current campaign.

Recently, 888 has been expanding its presence in newly regulated US and Canadian markets. Last week, the company announced it had been granted an iGaming licence in Ontario, Canada. 

And this week, 888 reported its full-year results for 2021, posting a year-on-year revenue of 15%.