Emily Atack Appointed Brand Ambassador for Boyle Casino
The actress and presenter, best known for her roles in The Inbetweeners and Rivals, will front a new multi-channel campaign that launches today and runs across television, digital, outdoor and social media
Boyle Casino has announced Emily Atack as its new brand ambassador, marking the latest step in the operator’s marketing strategy following the recent relaunch of its casino platform.
The actress and presenter, best known for her roles in The Inbetweeners and Rivals, will front a new multi-channel campaign that launches today and runs across television, digital, outdoor and social media. The creative, developed in partnership with Beyond and the Story Club, places Atack within a bespoke virtual environment reflecting the breadth of games available on the Boyle Casino platform. The campaign also introduces the company’s updated brand positioning, “Serious About Play.”
The appointment follows Boyle Sports’ relaunch of the Boyle Casino website in September, which delivered a wider range of online casino titles to customers in the UK and Ireland. The revamped platform features faster loading times, personalised game recommendations and redesigned content hubs to improve navigation. It also includes dedicated Boyle Casino sections and an expanded jackpot offering.
Atack’s arrival comes during an active period for the brand, with further consumer engagement initiatives also planned. On 2 December, Boyle Casino will partner with JOE to host a live pub quiz event at London’s Islington Assembly Hall, featuring rounds focused on entertainment, internet culture and British trivia. Guests will also have the opportunity to win prizes linked to Boyle Sports’ partnerships with West Ham United and the London Lions.
Gill Blake-Swift, director of brand at Boyle Sports, said the partnership reflects the company’s focus on innovation and personality-led marketing.
“Emily is such a natural fit for BOYLE Casino - she's fun, relatable and brings an energy that really mirrors where we're taking the brand. Innovation lies at the heart of our casino offering and her personality taps perfectly into that momentum, so bringing Emily on board feels like another major step forward,” she said.
Atack said she was delighted to take on the role.
“I’m chuffed to be joining the BOYLE Casino team and being part of its journey - we’ve already had a lot of fun!” she added.
The partnership is expected to play a central role in Boyle Casino’s growth strategy as the brand looks to increase awareness and engagement through high-profile campaigns and live events.
