PartyGaming's UK marketing: Tuff enough

MARKETING can be a test at the best of times: it’s certainly not a one-day game where a single TV commercial, poster or email will enthrall and win over the audience.

Planned well in advance, the first delivery of the new ball of a sustained campaign has to pin the opposition on the back-foot and bring in the crowds.

Online and on length, Phil Tufnell, the former England cricketer, has been brought in to bowl for PartyCasino.

He is without question the personification of the PartyCasino brand: they share two prime attributes ““ fun and entertainment. The attributes of the popular, TV celebrity, known as ‘Tuffers’ to millions in the UK, and the PartyCasino brand also dovetail neatly in several other ways.

Howzat? Well, appearances on several mass-market shows on the UK’s main terrestrial TV channels, the BBC and ITV, have endeared Tuffers to a diverse and large audience comprising of both genders.

PartyCasino has achieved the same mass-market appeal through its ever increasing range of games ““ and achieving its position as the world’s largest online casino has been very much about delighting the customer with fun and entertainment.

PartyCasino is continuing to focus on lessening the dependence of cross-selling to poker players through attracting more pure casino players. We believe we have the right mix of excellent branded games such as The Godfather and Terminator, big jackpotsand we will soon launch a Circus slot that will be the first of its kind on the market.

This provides the right platform to advertise through the line, using all of our channels in a number of our key markets.

PartyGaming used to be just about having a leading edge poker platform, but we now have a leading edge casino platform that we believe is best in class.

You could say we have gone from being a specialist market-opener to being an all-rounder!