Sky Vegas is launching a new ad campaign about celebrating play and small joys. The campaign, created by Who Wot Why shows the wins and losses players experience at the casino, highlighting that player joy is found more in the play itself than winning big.
Sky Vegas believes that it is in the unremarkable moments in their day that consumers look forward to playing, preferring to play for excitement rather than for the chance of big wins. Sean Thompson, Creative Director and Co-Founder of Who Wot Why, said the truth is that people play little games in life – games with a touch of jeopardy that can win or lose. “Winning and losing is part of life, even in the smallest moments, and it’s fundamentally important and responsible to embrace this in the category.”
Jonathan Lloyd, Head of Gaming, Brand, and Propositions at Sky Vegas, said the clips will feature a range of everyday occurrences, recontextualized through the lens of big entertainment in the small moments. “Our research was conclusive; consumers feel that brands within the category don’t understand them and the existing category advertising tropes compound the distrust they already feel towards casinos.
“We aren’t only focused on the win, but all the feelings of entertainment that players get from online casinos: jeopardy, anticipation, connection – and even losing. That’s their lived experience with us, so it’s only right that we reflect that in our comms.”
Lloyd said Sky Vegas stands out from the category, as the entertainment brand, building on its brand equity, in delivering great, quality entertainment. “We’re using real-world, everyday scenarios as metaphors for what Sky Vegas delivers to customers – entertainment in the small moments of the day that feels big and absorbing while you’re playing, but forgotten when they’re over.”