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Virgin Online Casino TV Ad Campaign

By: Ryan Alders, Thursday November 4th 2010
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Virgin Games, the base portal for Virgin Casino, Virgin Bingo and Virgin Poker, has launched a television advertisement campaign for the online casino portal. Though this is the first campaign for Virgin Casino, it follows a similar campaign launched for Virgin Bingo last year. Oliver Wilson, Casino Acquisition Manager, said that the response from the Virgin Bingo campaign was fantastic. The online bingo portal received a 100% increase in player registrations after the first adverts were aired. Therefore it was decided to follow the same route for Virgin Casino.

Though Virgin Casino offers the complete range of online casino games the television campaign projects an image of Virgin Casino as "the home of online slots". The campaign highlights the wide range of slots games now on offer at Virgin Casino. Apart from online slots from WagerWorks, there are slots from software providers like Microgaming and Cryptologic. Also highlighted is the fact that at least one new slot game is launched every week. The latest game to go live is Big Kahuna from Microgaming. This slot game has two pick an object type bonus games on the second screen. The more exciting one is the Pick a Mask bonus game. Ten Tiki masks are displayed. Behind the Tiki masks are bonus credits or Collect options. If players uncover bonus credits they can pick again. If they uncover a Collect the game ends.

The 20 second advertisement is part of a £500,000 campaign. It uses a space theme to introduce viewers to Virgin Casino and features well known slots games like Cleopatra, Da Vinci Diamonds and Monopoly Multiplier. It was produced by ABF Pictures with MGOMD acting as media planners and buyers. Even the Virgin casino web site has been revamped with an outer space background to its pages. The television advertisement went on air on November 1 and will run for two weeks mainly on ITV and Channel 4. It is a test campaign covering two regions in the United Kingdom. After the response is assessed there will be a national heavyweight rollout in the future. The TV advertising will be supported by a range of direct response activity including PPC and Display Media. Affiliate marketing will also play a significant role in the campaign.

Wilson summed up the campaign as follows, "TV advertising is a new strategy for Virgin Casino and we believe a natural fit. Consumers like the familiarity and security of knowing they are playing with a trusted and reputable company. Being part of the Virgin brand helps this, while TV raises awareness of the casino product and the range of slot games we offer."

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