FanDuel Casino recruits new “disruptive” creative agency of record
US sportsbook market leader hooks up with New York-based Mischief @ No Fixed Address in new icasino drive
FanDuel Casino has appointed award-winning ad agency Mischief @ No Fixed Address amid a push of the US sportsbook market leader’s igaming offering.
Under this new partnership, Mischief @ No Fixed Address will be responsible for all creative duties relating to FanDuel Casino, inclusive of brand management and advertising in print, digital, and across social media.
The overall aim, FanDuel has said, is to cement the brand as the “destination of choice” for US igaming players. The first campaign will launch later this year.
According to data provided by FanDuel, its casino platform usage is 50/50 split between men and women.
“This offers the casino platform enormous growth potential and more importantly gives Mischief fertile ground to create new and exciting ways to attract customers and unlock cross-sell opportunities into other areas of the business,” FanDuel said.
Despite its market leading position in US sportsbook, FanDuel’s icasino platform only operates in four US states: New Jersey, Pennsylvania, Michigan, and West Virginia.
The brand lags behind US igaming market leader BetMGM, which claims to have a 29% market share.
FanDuel VP of casino brand strategy Daniele Phillips cited the partnership with Mischief as coming from a need to create a clear and distinct brand identity for the casino.
“We’re entering uncharted territory as more and more states begin to welcome online casinos,” Phillips said.
“And as FanDuel Casino introduces and acquaints itself to people across North America, we want to do it in an unexpected way that is so distant from category conventions.”
Philips continued: “This is a sector ripe for disruption. So, it’s only fitting that our agency partner specializes in blowing stuff up. Mischief is the leader of disruption and strategically powerful ideas which have proven to move business time and time again.
“We can’t wait to make an impact together,” she added.
Based in New York, Mischief @No Fixed Address’ strategy is geared around disruptive advertising, operating with its mantra: “what would you do if you weren’t afraid?”.
The agency, which employs more than 200 people, has worked on several controversial campaigns, including utilizing Deepfake technology to produce films of politicians such as Vladimir Putin and Kim Jong-Un during the US elections in November 2020.
Mischief co-founder and CCO Greg Hahn waxed lyrical about the firm’s newest brand recruitment.
“We’re looking forward to creating an unmistakable edge for FanDuel Casino. The FanDuel team are our kind of people: savvy, strategic and up for rocking the boat. We’re really excited to be partnering,” he added.