LeoVegas launches UK ad campaign

LeoVegas has launched its first major television advertising campaign in the UK as it looks build on 12 months’ progress in what it described as an “exceptionally tough” market.

The Malta-based mobile casino operator teamed-up with London-based ad agency Now to create the 30-second advert, which will be screened on both satellite and terrestrial television channels across the UK.

The advert, which was launched on Friday, introduces consumers to LeoVegas mascot and “king of mobile casino” Leo the lion, who is shown attracting the attention of passers-by as he visits a barbers.

And according to LeoVegas’ UK head Shenaly Amin, the operator plans to release a number of additional TV ads throughout the rest of the year as it looks to build brand awareness in the market.

“We released our very first television advert in December but it was fairly low key so this new and more professional ad represents our first major TV campaign,” Amin told eGaming Review.

“The UK is an exceptionally tough market but I feel that, when you look at our competitors, we are offering something a little bit different, which is not only reflected in this advert but also the progress we have made over the past 12 months,” she added.

To help celebrate the launch of the ad and the completion of its first year in the UK market, LeoVegas yesterday released 1,000 helium balloons in Yorkshire, with more than 200 containing cash prizes.

Last year LeoVegas scooped the mobile casino product of the year award at the eGR Operator Awards at London’s Roundhouse.