Love to Hate The big rebrand - honesty
Seeking to abandon clichés, false glamour, and irresponsible messaging that have historically characterised the UK gambling industry, MrQ has rebranded. CMO Adam Ryan explains the goals and why MrQ aims to reinvent itself within the iGaming space, creating a casino that players love, not just another interchangeable betting site.
MrQ has announced its rebrand by challenging norms. CMO Adam Ryan explains, “MrQ is a challenger brand. Te UK didn’t need another casino; it deserved a better one. We’re going after [operators with] clunky tech, lazy promos and copycat brands. Tat’s what we’re challenging. Te brand relaunch is about doubling down on this unique position.”
THE CASINO YOU LOVE TO HATE
Te purpose of the new campaign is to develop an honest bond with players, and this initiative is led by the new tagline “Te Casino You Love To Hate”. Audiences will be able to see this tone of voice with new slogans reflected at multiple touchpoints with the brand, including on TV, social media, the website, and radio.
Commenting on the new strapline, Adam Ryan says that: “Te slogan is honest, disruptive, and perfectly captures the real relationship players have with iGaming - moments of joy and frustration in equal measure. MrQ isn’t afraid to tell it like it is: you win some, you lose some.
Making the relaunch an extremely unique and exciting venture. We want to be famous for telling the truth, but in a way that players can relate to.”
MrQ believes transparency between themselves and their players is their greatest asset. “Our honesty, tone, and the story we tell are our edge. It’s what makes us different. Honesty has always been our superpower. Saying that quiet part out loud, you win some, you lose some, is refreshing in this category. Our tone of voice is direct, but still self-aware, and highly irreverent. We want to be famous for telling the truth, but in a way that players can relate to.”
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MESSAGING THAT CHALLENGES INCUMBENTS
Te business knows that UK players crave thrills, fairness, and fun, not gimmicks or false promises. Tey want to feel part of something distinct, real, and rewarding. Tere is a clear gap in the online casino market for originality in both tone of voice and customer experience. As a result, MrQ promises that with this new overhaul, they will ditch the boring layouts, predictable promos and lazy clone games.
So how does this new MrQ overhaul stand out from the crowd? As a tech- first casino designed for entertainment, not exploitation, the new tone of voice reflects this honesty. Tey are a brand with a point of view, grounded in fairness and honesty, and the new campaign brings the challenger personality to life with humour, honesty, subverting clichés, and standing apart in “a sea of sameness”
Ryan believes it’s time for change: “It's about cutting through that sea of sameness in the industry. Instead of a template casino, we’re trying to push boundaries and create a unique and exciting product that will ultimately care for the player. Hopefully, players will choose MrQ and continue to use our products. We aim to develop a bond and create a loyal player base.”
Founded in 2018, MrQ has scaled without venture backing or external shareholders. Te business has been profitable from day one, reinvesting into its platform and people. It is MrQ’s belief that brands rely on templated experiences and sportsbook-led marketing that lack authentic passion. As a result, players have become disconnected and disloyal, hopping between platforms because no brand gives them a reason to stay.
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