Exclusive: Paddy Power launches new Vegas casino app

Paddy Power has added to its mobile gaming portfolio with the launch of a new Las Vegas-themed casino app designed specifically for iPad and iPhone devices.

The ‘Vegas’ app, which was developed in partnership with Viaden Gaming is available on Apple’s App Store in the UK and Ireland, features 15 new casino games including slots, blackjack, roulette and video poker.

It follows the launch of Paddy’s Roller Casino in September last year, with the operator claiming at the time it was the only app to be “designed specifically for the iPad and iPhone”.

While Roller was launched as a standalone casino app with little or no synergies with Paddy Power, Vegas is Paddys-branded and customers are able use the same login and wallet to play on the app as they would on its main betting site.

Games are Vegas-themed and there is even an Irish pub “Where no one remembers your name”, which Ian Macleod, Paddy Power’s senior marketing manager – mobile special projects, said “no city is complete without”.

Macleod told eGR: “We see Vegas as a huge opportunity to evolve what we already have in our mobile portfolio. Vegas and Paddy Power is a match made in heaven and a marketer’s dream.

“Paddy Power is the brand of entertainment and of fun and mischief, while Vegas is the capital of entertainment”“ outlandish and garish.

“The launch is all about giving customers the choice they want. Roller Casino is quite a serious and sophisticated product whereas Vegas is all about having fun, without the hangover.”

Vegas is the first of Paddy’s mobile product to feature its new visual identity, revealed in December, which is designed to better reflect the operator’s burgeoning image as a “mischief-maker”.

As well as a new overriding brand logo, the operator is keen to develop consistency around its sub-brands for different product verticals. These include poker, casino, games, sports betting, bingo, live casino and now the Paddy Power Vegas brand.