Cross platform promotion
Mecca Bingo has been running a cross-platform promotion called Everyone’s A Winner. Online customers can claim a free gift every day by spending just £1, ranging from televisions to laptops to iPads. Phil Gates, marketing director for Mecca’s digital division Rank Interactive, com- mented: “This is our biggest campaign to date and the first time we’ve created a promotion across all three channels - online, mobile and clubs. The multi-media approach, led by TV, will deliver tightly forecast commercial results which will get our Mecca brand off to a flying start for 2012.”
ANALYSIS
Because of the number of ‘core brand values’ apparently
crammed in, the Virgin Bingo adverts channel some of the other adverts from the Virgin Group, Virgin Atlantic in particular - an association strengthened with the inclusion of the Vpoint loyalty scheme.
Given the group has just recently extensively revamped its websites - a six month in-house build driven by customer feedback gathered through in-depth usability testing - now is exactly the time to promote the new look, especially as the poor weather will be keeping people indoors. With the potential to cross sell its casino and poker games, Virgin will be hoping the smooth advert will drive traffic to all its sites.
New games make it on Betfair’s Poker Cubed brand
CASINO B
etfair has introduced a series of new games into its gaming site. Launched under the opera- tor’s Poker Cubed brand, the three new dice games see players face each other across the virtual felt of an online gaming table, using a familiar poker-style betting format. The twist is that the cards have been replaced by dice to spice up the action. Dice Hold ‘em is a new take on the hugely popular poker variant, Texas hold ‘em, using dice instead of cards to shake up the odds. Shoot the Moons is an easy to learn betting game, where players simply have to bet on who has rolled the highest scores with their dice. Any player who rolls a double six wins half the pot automatically. Finally, Liar’s Dice, made popular by the hit film Pirates of the Caribbean, sees opponents try to outbid and out bluff each other on the values of ten partially
concealed dice. Betfair’s Ashley Chase said: “Poker has become something of a ‘solved’ game in recent years, so we’re excited to bring a new twist to the game in the form Poker Cubed. We believe the prod- uct offers a challenge to vet- eran card players and newcomers alike. Betfair’s Poker Cubed games bring a
new dimension to poker with six times the action.” Separately, the company has launched an online slots version of the 90s Atari title Sensible Soccer, featuring 5 reels, 25 lines and a ‘Euro Cup’ bonus feature, which sees the player bet on a European club and watch the progress of their selec- tion through a simulated
tournament.
The company has also launched casino on its
touch.betfair app. The casino can currently be accessed via iPhone, iPad and Android devices, and offers classic table games such as roulette and black- jack, as well as slots and video poker.
SHOOT THE MOONS ON BETFAIR
The launch follows a revamp of Betfair’s casino product towards the end of last year, with its new home- page based on a customised display that selects differ- ent promotional and game content according the user’s gaming tendencies. Mean- while, the site’s user experi- ence has been simplified as much as possible with fast, easy access to games made possible by a single naviga- tion ribbon. Located at the top of the page, the ribbon divides games into drop- down categories including slots, live dealer, table games and jackpots.
www.callcredit.co.uk BettingBusinessInteractive • FEBRUARY 2012 9
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