Metro Play outlines 2014 growth plans
DMG Media-owned operator to increase mobile focus with new app and Christmas advertising campaign
Alderney-licensed Metro Play plans to launch a new mobile app and advertising campaign in the coming months as the operator seeks to build on its initial mobile success.
The DMG Media-owned firm is expanding its mobile-focused plans aimed at its core market of “urbanites” through the launch of its first native app created by the firm’s in-house development team.
The app is currently awaiting approval from Apple before being released in the app store.
“We’ve got the best mobile web product on the market and we’ve exceeded our expectations since launching in May,” Jamie Walters, managing director, told eGaming Review. “It’s always been our plan to launch a web product, which is far easier to do, and then release an app.”
A “big” TV advertising campaign is currently being developed by creative agency Dare and is expected to run over the Christmas week as the operator looks to enter what Walters described as “a strong growth phase” in 2014.
Metro Play previously partnered with Dare in June to launch an advertising campaign that targeted commuters across the UK through false front covers on Metro newspapers.
The firm recently signed a deal with Net Entertainment to launch a number of new casino games and additional branded slots content including Scarface and South Park, which Walters said was important for growth as it serves as a strong acquisition tool and provides good marketing visibility.
“At Metro Play we’re always looking to have the best content in the market and this new partnership adds to our fantastic range of existing content partners, giving our customers easy, on-the-move access to great branded content,” Walters said.
Previously known as ME Gaming, a former GTECH-powered white label offering, Metro Play was relaunched as a mobile-focused operator in May by DMG Media.
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