Sky Vegas Launches Primetime Play Brand Campaign
The new campaign, fronted by actor Kaya Scodelario, draws on Sky’s entertainment heritage and includes national advertising across television, digital, radio and outdoor media.
Sky Vegas has launched a new brand platform, Primetime Play, as part of an initiative to develop its brand communications and wider customer experience.
The campaign aims to bring Sky’s entertainment heritage into the online casino brand, with the concept centred on making everyday moments of play feel more like primetime.
Fronted by The Gentlemen actor Kaya Scodelario, the campaign includes a national advertising rollout and a takeover of Waterloo Station.
Claire Hamilton, head of brand and content at Sky Gaming, said the campaign would establish a long-term platform for the brand across communications, products and its wider proposition.
“Primetime Play marks an exciting new chapter for Sky Vegas, bringing together the very best of Sky’s entertainment heritage with the moments in which our customers choose to play.
“We’ve created a distinctive long-term platform that gives Sky Vegas a new way to show up in culture and connect with customers. Primetime is the standard we want to set for the experience we deliver, raising the bar across every part of the customer journey and reinforcing our position as the UK’s No.1 Online Casino.
“This launch is just the beginning, with Primetime Play set to shape how we build the brand across communications, product and proposition well into the future.”
National Campaign Features Kaya Scodelario
The television advert features Scodelario walking through an immersive Sky Vegas environment, where gaming settings come to life, including lava rivers, diamond vaults and a giant kraken.
The campaign will run across video-on-demand, social media, radio, digital audio, sponsorship idents, digital display, customer relationship management (CRM) and Sky Vegas-owned channels.
The operator has also launched a national out-of-home campaign, including a two-week takeover of Waterloo Gallery.
The activation uses 16 sites featuring traditional poster formats, digital out-of-home (DOOH), 2D and 3D creative, and brand messaging.
Sky Gaming Outlines Long-Term Brand Strategy
Sam Behar, marketing director at Sky Gaming, said Primetime Play was intended to bring Sky Vegas closer to Sky’s entertainment heritage while creating a platform that could develop across the customer experience.
“Primetime Play is a significant new chapter for Sky Vegas and the result of a clear ambition to bring the brand closer to Sky’s entertainment heritage.
“We wanted to create a brand world that feels distinctive, entertaining and unmistakably Sky Vegas, while giving us a platform that can evolve across the customer experience. The launch marks the start of that journey, with Primetime Play giving us the platform to keep raising the bar across every part of the brand.”
