Initially focused on the UK market, with a plan to expand into the Spanish & international markets, the TV & digital media strategy is described by the brand as ‘designed to dramatise the feel good feeling,’ alluding to the recently updated logo and tagline the operator has refreshed its brand with.

Driven by creative agency McCann Demand, the newest advertising push focuses on a character called Madame Ojo – the illustrative embodiment of PlayOjo’s renewed focus on delivering what it calls ‘the Ojo feeling’ for players – which highlights the operator’s desire to push player satisfaction as part of its latest drive.

This new campaign, which launched 20 July, is specifically aimed to heighten the awareness of PlayOjo’s brands across the industry, something it has promoted hard since undergoing its recent facelift.

Upon the launch of this newest advertising effort, PlayOjo’s Global Head of Brand Peter Bennett stated: “We want PlayOjo to become the brand famous for making the player experience as fun as possible, for doing more of the stuff we know players love.

"This includes things like wagering free bonuses, having thousands of slots, live casino and bingo games, giving money back on every bet and having restriction-free winnings, and removing all the things that get in the way of them feeling good like fake bonuses, shifty small print and minimum withdrawals.”

PlayOjo is powered using SkillOnNet’s iGaming system, which provides the base for many European casino brands.