Allwyn UK, the successor of Camelot as The National Lottery operator, announced a major new appointment. According to the announcement, Steve Parkinson, a former Bauer Media leader, will join the Allwyn team as its new brand and marketing director.

In this new position, Parkinson will leverage his expertise to grow The National Lottery and help it generate more funds for good causes. In this position, Parkinson will replace Ivor Burns who is set to step down from his position after 14 years with The National Lottery.

Allwyn pointed out that Parkinson is a former Bauer Media employee who held several senior marketing and business leadership positions. He oversaw the growth and brand development of Kiss, Magic, Absolute Radio, Jazz FM, Planet Rock and more. Parkinson also boasts experience in leading post-acquisition integrations, Allwyn added.

Before joining the UK’s most influential media brand network, Allwyn’s new hire served as EMAP’s marketing and brand director. In this position, he managed a portfolio of consumer brands across multiple channels, as well as a roster of creative and media agencies. His track record also includes a decade at Chrysalis where he held a number of senior roles.

The appointee will bring a wealth of experience in transforming brands to Allwyn UK’s team, as well as extensive knowledge of media partnerships and creative production. His appointment comes ahead of Allwyn’s takeover of The National Lottery and in the wake of Mark Hughes’ appointment as chief security officer.

Parkinson Is Excited to Join Allwyn in Such an Important Time

Parkinson expressed his excitement about the opportunity to join Allwyn at such a pivotal time for the company. He said that he is excited to work with Allwyn on raising money for good causes.

The National Lottery is a huge part of UK life and contributes so much to society through Good Causes funding – so to come on board at the very beginning of a new era, with a new operator, is incredibly exciting.

Steve Parkinson, brand and marketing director, Allwyn

Allwyn’s chief commercial officer, Lucy Buckley, welcomed Parkinson to the Allwyn family, lauding him as a “proven marketing leader.”

We’re excited about what he can bring to Allwyn and The National Lottery, with his wealth of experience in senior marketing roles.

Lucy Buckley, CCO, Allwyn

Buckley also used the opportunity to thank Burns for his enormous contribution to The National Lottery which left The National Lottery’s brands “in great shape.”

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The UFC has unveiled a brand new partnership with SPRIBE, the iGaming company behind the world’s biggest crash game. The multi-year marketing partnership will see the provider’s brand promoted across many of UFC’s biggest live events.

According to the announcement, SPRIBE’s brand will feature at select UFC Pay-Per-Views and Fight Nights. The company logo will be visible inside the Octagon and will be integrated into the championships’ live telecasts.

Furthermore, the agreement provides for an annual brand ambassador fund that will bolster the partnership through live activations, content and special campaigns with UFC pros.

The next activation between the two parties is scheduled for the upcoming UFC 294: MAKHACHEV VS VOLKANOVSKI 2. The fight is scheduled for October 21 and will see lightweight champion Islam Makhachev rematch Alexander Volkanovski, the No. 2 pound-for-pound ranked fighter in the world.

Meanwhile, the co-main event will feature a welterweight fight between Khamzat Chimaev and the reigning welterweight champion, Kamaru Usman.

The Deal Will Catapult Aviator into the Stratosphere

SPRIBE, which is the company behind the crucially-acclaimed crash game Aviator, was founded in 2018. The company quickly rose to global prominence, currently bolstering agreements with over 2,000 operators. One of its big recent deals saw SPRIBE team up with FSB.

UFC’s senior vice president of global partnerships, Grant Norris-Jones, commented on the new deal, saying that his team is “thrilled to welcome SPRIBE” to the roster of UFC partners. He praised the provider’s engaging titles, highlighting their popularity among UFC fans.

SPRIBE creates the kind of next-gen games that have strong appeal for UFC fans because they offer a unique experience, with exciting features, stunning graphics, and engaging gameplay. We’re excited to help them achieve a broader reach for their brand and their games.

Grant Norris-Jones, VP global partnerships, UFC

SPRIBE’s chief commercial officer, Giorgi Tsutskiridze, also shared his thoughts on the matter, saying that this is a significant partnership for his company. As a result of the deal, Aviator, which already exceeds 10 million monthly players, will be “catapulted into the stratosphere.”

Tsutskiridze praised the UFC for its commitment to entertainment, saying that this is the start of a “strong and valuable marketing partnership.”

UFC is an entertainment business at heart and knows exactly how to get people on the edge of their seats by providing fast-paced action inside the Octagon. Aviator does that also, but with players able to enjoy the thrill ride of the games from their smartphone.

Giorgi Tsutskiridze, CCO, SPRIBE

In other news, SPRIBE just signed a major deal with Light & Wonder, foraying into the lucrative US market.

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Betsson Group, in addition to commemorating 60 years in 2023, is now debuting its latest international marketing concept named “A bet makes the difference.” Additionally, this concept is all about strengthening the previous message that wagering is more about increasing enthusiasm rather than huge wins. However, the latest commercials, first and foremost produced in-house, are Betsson’s most aspiring production to date and will originally appear in more than 10 countries in Latin American and Europe.

Establishment of an internal global creative center

Betsson, the flagship brand of the Betsson Group, has not so long ago experienced a notable growth, especially in Latin America, where it also not so long ago officially became the “main sponsor” of the iconic Argentine football club, Boca Juniors. In this regard, speaking about the mentioned marketing concept, CEO of Betsson Group, Jesper Svensson, commented: “As we expand our presence across various markets, we have established an in-house international creative hub. I am really excited to unveil our most ambitious commercial yet, solidifying Betsson as the most exciting brand in the industry.”

Moreover, the essence of this concept emphasizes that “the inherent excitement of betting is more important than fixating solely on winnings.” On that note, Global Brand Director of Betsson, Kay Höök, said: “While we can’t control the excitement of a match or guarantee wins, we can assure our customers that placing a bet, small or big, will amplify the excitement. While many other betting companies focus on big, quick wins, our emphasis lies in cherishing the excitement itself and the heightened entertainment that a bet provides.”

Commercials description

To highlight the mentioned message, the commercials show how an apparently ordinary and silly match turns into an outstanding and highly exciting experience when one person in the audience decides to place a bet. The plot of the commercials, directed by award-winning director Rodrigo Saavedra (Immigrant), take place in a “dramatically charged setting,” while production of the film is almost identical to the renowned international lifestyle brand. However, even if it is a casino, the commercials tend to emphasize the enthusiasm of betting as a form of entertainment, rather than “the more typical focus on winning moments.”

On that note, Höök further adds: “Our goal is to enhance the entertainment value and intensify the excitement for our customers. While potential winnings remain a possibility, we don’t want the prospect of winning to define our communication. Our message is that when you gamble responsibly, you will enjoy the excitement even if you don’t win.”

Additionally, for the group, this unique international marketing concept represents an important step towards modifying the industry scene and reformulating the core of entertainment via responsible engagement.

Source: “Betsson Launches New Global Marketing Concept”. European Gaming. August 21, 2023

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The Philippines-based resort will now promote itself through the “Okada Manila Go” initiative launched to coincide with surging financial performance across the group. Universal Entertainment Corp, the company that owns Okada Manila, saw H1 2023 sales go up by 40.8% to $548 million.

Okada Manila Beckons to Local and International Players

Okada Manila itself hit a 68% increase in sales, reaching $331 million and adjusted EBITDA of $104 million, up 96.2%. This is much better than the results reported at the end of 2022. Okada Manila is not just banking on its casino to bring in crowds, however. The resort is also seeking its food and beverage business pick up with its restaurants proving to be particularly popular in the Philippines and pulling in crowds.

The Okada Manila Go campaign, though, is more geographically focused as it will seek to first incentivize local audiences and focus on gaming, promising members various prizes such as round-trip tickets to Manila, bus tickets, free hotel stays, and more. Commenting on this opportunity, the company said in a press statement that the campaign wants to also raise awareness for the resort beyond its own borders.

This campaign is currently only in the Philippines but is expected to be expanded to include gaming members in other countries too. To bring in more foreign tourists, we will also increase marketing activities in several Asian countries.

Okada Manila is seeking to strengthen its landscape on the one hand while also outlining plans for further digital growth on the other. PIGO, Okada Manila’s online gambling offering, will also be growing over the next years, with the company seeking to grow in this vertical as well.

Growing Beyond the Land-Based Sector

“These activities are steadily increasing gaming demand in areas of the Philippines other than Luzon Island, where Manila is located,” Okada Manila said in a statement. The next steps towards securing stronger business performance will equally focus on expanding the available online casino games.

Okada Manila is not the only business that is interested in exploring online gambling, on top of strengthening its land-based performance. The Philippines as a whole has suggested that it will seek to host a national online casino, Casino Filipino, that will be licensed to operate globally, in what is a first move for a country worldwide.

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The leading online casino operator, Videoslots, confirmed it strengthened its senior management team with a new appointment. The company confirmed Thursday it hired the seasoned expert with nearly two decades of experience within the gambling sector, Marco Trucco. Joining the company, he was appointed to the role of chief marketing officer (CMO).

In his new role, Trucco will leverage his extensive experience to help the company continue to grow and expand. His efforts will seek to boost the company’s operations in existing markets such as Italy, Spain and Latin America. Moreover, he is also expected to play an important role in Videoslots’ expansion in new markets, such as Ontario, Canada, where the company recently has gone live late last month.

Sharing his excitement, Trucco said that it is an honor to join the company’s C-suite. Speaking about Videoslots, he deemed the company a leading iGaming operator and predicted that he will play a vital role in its expansion. “I’ll make the best use of my experience and creativity, with the intention of bolstering Videoslots across many markets globally,” explained Trucco in conclusion.

“It is an honor to be appointed CMO at one of the industry’s best operators. My role is to raise Videoslots’ exposure to the growing number of online casino players who demand a superior product and great customer service.“

Marco Trucco, CMO at Videoslots

The Seasoned Executive Brings Nearly 20 Years of Experience

Trucco’s career within the gambling vertical dates back to 2007. At the time, he held several leadership roles in Italy, including a gaming director position with Eurobet. Throughout his extensive experience within the gambling industry, Trucco was a part of globally-recognized companies, enabling him to accumulate a wide range of knowledge and skills.

Before joining Videoslots, he held the role of managing director at GGPoker. Under Trucco’s guidance, the company established its European hub in Malta while he also played an important role in the expansion of the operator on the Old Continent.

His professional background includes a senior-level role with The Stars Group. At the time, Trucco held the role of associate director of international marketing.

“The role of CMO is a vital part of any business, especially for us at Videoslots, and we believe we are in good hands with Marco at the helm.“

Ulle Skottling, deputy CEO at Videoslots

Ulle Skottling, Videoslots’ deputy CEO, spoke about the importance of the CMO role for any growing company. Additionally, he praised Trucco for his experience within the gambling industry and confirmed he is the perfect fit for the CMO position. Finally, Skottling acknowledged that the new executive delivers extensive experience and predicted further growth for Videoslots.

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The “It’s Alive!” global marketing campaign is finally available on TV and digitally in the United Kingdom at a time of fast-evolving rules on gambling advertisement in the first place. The TV spot is set around the idea of mad scientists trying to bring Frankenstein-like monsters to life and is designed to boost awareness for SkillOnNet’s live casino and gameshow products that are available at PlayOJO.

It’s Alive! – PlayOJO’s Latest Marketing Campaign Hits the UK

The spot sees the monster come to life once they experience the PlayOJO live casino, which runs current through it and brings it back. All of this is done in beautiful CGI that does the brand credit. The advertisement is developed by Isobel, a creative agency based in London and kicking off on June 30 in the United Kingdom. More markets are set to follow this summer.

In the meantime, PlayOJO has been maintaining a robust reputation for being a fair and worthwhile casino all across. Among its many advertisement campaigns, PlayOJO has not just promoted fairness, but its own signature phrases such as “feel the fun,” which has become synonymous with the brand.

Feel the Fun was actually launched last July 2022 and became one of the company’s signature marketing initiatives worldwide. PlayOJO CMO Peter Bennett said commenting on this new opportunity and campaign:

We want PlayOJO to be the first choice for players looking to enjoy the thrill and excitement of a live casino experience online and are therefore very excited to launch our new integrated campaign showcasing the fun and vibrancy of our live casino product.

PlayOJO CMO Peter Bennett

PlayOJO has been building its reputation as one of the leaders in entertainment, delivering impeccable gaming products. One of the brand’s strengths has been the deployment of excellent live casino games, such as Mega Wheel, Crazy Time, and Monopoly Live. PlayOJO has been awarded as one of the most innovative casinos when it comes to the use of social media to promote its branding and products.

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As a result, iGaming Platform (iGP) will assume its new contemporary identity through a recently-revealed and sleek website. This move is hailed as a milestone in the company’s evolution and a bold step forward with the idea of ensuring that the business communicates across to its clients core values such as innovation, integrity, excellence, empowerment, and customer centricity with ease and confidence.

iGP All Set on Delivering More Exceptional Products

The company was established in 2016 and it has been able to deliver some of the most worthwhile iGaming experiences. Working with iGP has allowed companies to set up and launch their business quickly and efficiently.

Since it launched, the company has worked with more than 40 casinos and 100 leading game providers, helping them gain further traction in the industry. As the rebranding is taking place, iGP is planning to launch new functionalities and products for customers, which will significantly improve the back office.

iGP COO Matthew Calascione has welcomed the latest milestone on a good note and said that the dedicated team at the company has worked relentlessly to build a successful business and help partners achieve their goals:

We take immense pride in presenting our true identity and the remarkable talent, products, and services available at iGP. This rebrand marks the start of an exciting journey as we gear up for a series of industry-leading events in the coming months, commencing with SBC Summit Barcelona in September.

iGP COO Matthew Calascione

iGP to Continue Writing Its Own Success Story

The news was fittingly also welcomed by company CEO Giovanni Paticchio who said that the platform has undergone a series of positive and forward-thinking changes culminating in the most recent rebranding.

He argued that under its new identity, iGP will continue to pursue greatness and create new success stories for clients and its own business. The company provides a range of solutions for iGaming businesses, including proprietary technologies, third-party integrations, crypto casinos, turnkey casinos, white-label casinos, and others.

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Online casino operator and games developer, Spiffbet AB, announced it has signed an agreement with the affiliate marketing agency, TAG Media, hiring the agency to provide affiliate management services for the group’s Supernopea, Metal Casino and TurboVegas gaming brands.

Elevate Presence, Attract New Players

Spiffbet hired TAG Media to provide affiliate marketing services and help the group elevate the presence of its three brands, as well as ensure new user acquisition across markets in Finland, Sweden, the UK and Spain.

“We’re excited about bringing these unique brands to our affiliate partners,” commented TAG Media’s managing director, Client Services, Elaine Gardiner-Ruddock, adamant that the brands “are ideal fit in the markets they target, combining [an] exceptional, innovative localized product with brand positioning that really stands out.”

Convinced that TAG Media, in collaboration with the Spiffbet team, will be able “to build substantial performance growth across the respective affiliate programs,” Gardiner-Ruddock was looking forward to commencing work with its new partner.

Renowned for its distinct heavy metal branding, Metal Casino recently teamed up with the representatives of iconic rock bands Kiss, Dio, Mötley Crüe and Sabaton, Metal Department, for a marketing campaign, advertising and special band theme content.

Spiffbet’s other brand, Supernopea, offers sports betting and online casino gaming and is known as the fastest online casino in Finland. TurboVegas also emphasizes its super-fast speed of gaming while prioritizing the speed of payments as its major attractor for players.

Good Fit for the Business

On behalf of Spiffbet, the group’s chief executive officer, Henrik Svensson, was equally “excited to kick off” the partnership with TAG Media, explaining that the services the affiliate firm provides would make for a good fit for the business.

“We instantly felt that we could see a very good fit between our brands and the affiliate marketing services provided by TAG Media,” Svensson said, highlighting the partnership as “a vital step” in the company’s “forward-leaning approach to growth” in its core markets, as well as TAG Media’s “capability to open up new markets” due to the firm’s “strong international reach.”

The collaboration with TAG Media makes Spiffbet the sixth fully managed client of the affiliate firm. The agency also provides affiliate business development services to 12 other operators.

Earlier in the month, Spiffbet held its annual general meeting (AGM) where some important decisions about the business were made, including the re-election of board members and auditor and their remuneration packages.

Spiffbet shareholders also issued an authorization for the board to decide on the issue of new shares, warrants and/or convertibles, on one or more occasions before the next AGM.

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The multimedia content and technology company, SportsGrid, confirmed support for the American Gaming Association’s (AGA) Responsible Marketing Code for Sports Wagering. Vowing to support the code, the company revealed that its multimedia content platform will align with the requirements that ensure a responsibility standard for the marketing and advertising of sports betting activities.

Joining the AGA for this initiative, SportsGrid becomes the latest company to support responsible gaming by adhering to a code that seeks to set a new standard for advertising. Additionally, the efforts will also help encourage more bettors to make informed decisions by promoting responsible gaming messaging.

“It’s incumbent upon all stakeholders involved in the marketing of sports wagering—including sportsbooks, media, leagues and teams, and more—to put responsibility first.“

Casey Clark, SVP at AGA

Casey Clark, AGA’s SVP, explained that it is incredibly important for stakeholders within the sector to understand that responsibility is paramount. According to him, the support of companies such as SportsGrid will undoubtedly help raise more awareness and contribute toward responsible advertising.

AGA’s Responsible Marketing Code for Sports Wagering was first released back in 2019. The Association explained that the code helped raise the bar for advertising within the sports betting sector by self-imposing restrictions such as marketing language or target audiences. With the help of AGA members, the Code has gone through important updates and improvements.

Adam Kaplan, SportsGrid’s chief operating officer, acknowledged that the company is delighted to show support for AGA’s initiative. He explained: “SportsGrid’s management is committed to supporting the Code across the marketing and advertising of sports wagering on the company’s multimedia platform to promote sound individual decision making by consumers.”

“The AGA’s responsible marketing code sets important standards for the industry to embrace, and SportsGrid is pleased to endorse this initiative.“

Adam Kaplan, chief operating officer at SportsGrid

The latest announcement by SportsGrid comes after only recently, the company agreed to support AGA’s Have A Game Plan Campaign. Last week, SportsGrid confirmed it will promote the Association’s responsible gambling campaign. At the time, the company confirmed that it will use its app, website, multimedia platform and live programming to help spread the word about AGA’s campaign, encouraging more people to engage in responsible betting entertainment.

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UK’s gambling regulator, the Gambling Commission, constantly monitors the market in the country to ensure that licensees adhere to the established framework and that consumers are protected. In case any breaches are uncovered, the gambling regulator imposes sanctions which can be monetary or in severe cases, suspends or revokes licenses.

On Thursday, the Commission unveiled that it uncovered a social responsibility breach by an operator, which resulted in a fine. The gambling watchdog said that an investigation into PPB Counterparty Services Limited, trading as Paddy Power and Betfair, uncovered breaches of social responsibility. Describing the breaches, the Commission claimed that the company sent promotional notifications to customers that have previously self-excluded from gambling activities.

Under the current gambling regulations, licensed operators must adhere to self-exclusion, which means that they need to take all necessary steps to ensure that such individuals do not receive marketing offers. Once a person self-excludes from gambling, gambling businesses need to take action within two days and ensure that this person doesn’t receive any further marketing communication.

The Commission said that the social responsibility breaches date back to November 21, 2021, when the “operator’s app distributed an offer of enhanced odds for bets on an English Premier League football match to devices either linked to accounts that were GAMSTOP registered or devices linked to accounts that were self-excluded with the Licensee.” Due to the aforementioned breaches, the regulator imposed a £490,000 ($606,300) fine against PPB Counterparty Services Limited.

The Commission Continues to Monitor Gambling Activities

Details about the fine come after recently, the gambling watchdog imposed a $380,000 financial penalty against SkillOnNet. At the time, the Commission said that it uncovered breaches related to safer gambling and anti-money laundering regulations.

“Although there is no evidence the marketing was intentional, nor that all the people with apps saw the notification or that self-excluded customers were allowed to gamble, we take such breaches seriously.“

Kay Roberts, executive director of operations at the Gambling Commission

Addressing the latest fine, the Commission’s executive director of operations, Kay Roberts, acknowledged that no evidence supports that the breach was intentional. Additionally, she said that it is unclear whether or not the self-excluded people have seen the push notifications.

Yet, Roberts stressed that the Commission takes breaches of the regulations seriously. Finally, the executive director urged operators to ensure that their systems comply with the established framework regarding self-exclusion in an effort to protect such consumers.

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