Metro Play to launch UK ad campaign
Campaign to go live next week " operator "in the early stages" of developing sportsbook element for HTML5 site
Metro Play, the gaming brand launched by the owner of the Daily Mail newspaper last month, is to launch an advertising campaign targeting commuters across the UK.
The brand, formerly a Gtech-powered white label offering known as ME Gaming, was relaunched as an Alderney-licensed, mobile-focused operator last month by DMG Media.
The new ad campaign will feature false front covers on the Metro newspapers – also owned by DMG Media – developed by Dare, the creative agency behind the Go Compare ‘tenor’ campaign.
Metro Play executive director Jamie Walters said the campaign was aimed at the newspaper’s core readership, who he described as “urban dwellers in full-time work” that “have extremely busy lives, but with downtime within their daily routines”.
“We want to deliver a marketing campaign that talks to people when they have these lulls, and how we can help relieve that boredom,” Walters said. “That’s the ethos behind Metro Play “ we’re going to players a rewarding way to pass that time, which is how we came up with the ‘More rewarding ways to Metro Play’ tagline.”
He added the campaign was designed to promote the “financial and emotional rewards” of playing games during the daily commute.
Metro Play has also bolstered the product offering on its HTML5 site, launching a suite of casino products from Swedish developer Play’n GO today, after finalising a deal in May. At the time Walters said the partnership would help Metro create a “compelling and distinctive” offering.
Walters also revealed that he is looking to enhance the Metro Play offering with a sportsbook element.”We are in early days of the development, but suffice to say sportsbook is a very important part of the plan and we’ve begun the process of delivering that,” he added.