Interactive CASINO TELEVISION ADVERTISING
The advert feels like it’s advertising a land-based gaming environment - is that how you’re posi- tioning your online presence?
We are talking to both audiences. Any online business needs the base of triangle, the mass- market, which is complemented by high-rollers with strong margins. We have deliberately sought to reach to these players as it reassures them that they are making the right choice with Genting. We should be something players aspire to, and at Genting we deliver on those aspirations.
out there that is entirely appropriate for other online operators, but our brand demands some- thing that is high quality in format, focused on the player, and thirdly, through the way it is shot, convey all that to customers. Despite our strong presence in the UK, we wanted the advert to deliver clear brand identity.
To create the advert, you began by talking to play- ers, conducting research into clubs, those who play online, specifically with Genting, and those who play with other brands - what did you learn about your brand and your audience?
Our strong feedback from the players centred around their perception of security. Genting has been a huge part of the gaming business for 50 years. We have built trust, heritage and reassur- ance, which is all part of the player experience. The advert presents the opportunity for the player to touch this brand in a physical way.
You have spoken about capturing the ‘DNA of Genting’ - what is that?
When we reference the ‘DNA of Genting’ we are talking about core values, which centre around managing players’ expectations of us. We have spent half a century managing players, both at the high-end and, with 40+ casinos in the UK, the mass market players too. Everything we do is cen- tred around player management, which includes online as its crucial to maintain a consistency of experience and recognise players wherever they play for the contribution they make. It’s about operational experience and knowledge of play.
“Genting has been part of the
business for 50 years. We have built trust, heritage and
reassurance, which is all part of the player experience. The
advert presents the opportunity for the player to touch the brand in a physical way.”
You don’t feature a comedy mascot or overplay humour in the advert - however, it does have a James Bond feel, which is something that casinos have sought to downplay for years - what’s the right balance and have you struck it?
Charlie, the player in the commercial, doesn’t wear a bow-tie or dinner jacket, and he is younger, a bit rougher around the edges. I don’t think that’s a James Bond image. For us, it’s rea- sonably simple in terms of approach; we’re talk- ing to the land-based casino player, those with the opportunity to gamble online. We are appeal- ing to the slots player who plays online tourna- ments. This is our opportunity to raise the profile of online games within the group and use as a launchpad, to encourage players in the club to go online and online players to visit the clubs.
This advert feels like a hybrid between online and land-based, can you attract players to both with one advert?
We believe so. The research group says we have an audience of online players that play in land- based, and because of the range of clubs, we have access to both ends of the marketplace. We are looking to raise awareness of Genting as an online brand with existing players and attract customers from our competitors. We think it does appeal to both types of players.
The advertising agency that created the advert talks about the “rubbish and abstract imagery associated with online gaming commercials” and the distance you have put between Genting and those brands. Was that deliberate?
No - that was not the deliberate intent, though I’m not going to sit on the fence either. I was the mar- keting director of William Hill in the past, and while it was great to work on that brand, Genting is a very different proposition and we’re con- cerned that whatever we do reflects the positives of the Genting brand.
This is an advert that looks and feels VIP - is that attractive to the mass player too?
I think one follows the other in regards to brand awareness. I think the quality of the advert, because of filmic nature, is a standout in the sec- tor, and that will hopefully raise awareness of Genting brand and the reflected glow for the land- based estate.
Is this multi-million TV ad campaign the first of many, or is it a one-off?
We are entering this on the basis of a continuous process of brand building in the UK. However, we are very early in the cycle and we will need to evaluate the impact at different points. It’s too early to comment right now.
What I’d say is that as Resorts World Birmingham launches in the UK, we are capitalising on the brand image of Genting across its 45 mass and high-end locations, exploiting that image in the online gaming sector. This advert is a deliberate attempt to make sure we appeal to every audi- ence out there.
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