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888 has launched its first global master brand strategy, which seeks to unite all of its separate verticals under the “Made to Play” tagline and campaign.

Made to Play branding will unify 888casino, 888sport and 888poker under a single, consistent brand positioning via a newly launched marketing campaign.

The operator has created a multi-channel campaign to mark the launch of the strategy, including 30- and 60-second adverts set to run in the UK for five weeks on TV, social media and on-demand video channels.

The video shorts are designed to demonstrate why customers choose to play with 888.

Over the coming months, the campaign will also launch in additional countries, while each 888 sub-brand is expected to launch its own Made to Play campaign after summer, supported by multi-channel formats.

The branding is built on the foundation of an existing Made to Play ad campaign, which was originally focused exclusively on 888’s poker offering.

Sivan Finn Shalev, VP of strategic marketing at 888, said: “The launch of our Made to Play master brand strategy is an important step for us, combining each of the strong brands we have built over the years under a consistent message that articulates what makes 888 stand out from the crowd and why our customers love playing with us.”

Describing the campaign in its full-year 2021 earnings report, 888 said it was designed to support its long-term strategic goals, increase advocacy and ultimately contribute to lower customer acquisition costs.

The operator described its investment in “efficient and responsible marketing” as critical to the development of its brands, and pointed out that marketing investment had increased by 29% during 2021, helping to deliver a 4% increase in average monthly active players.

888 reported record revenue of $980.1m for full year 2021 amid a year-on-year increase of 15%, in spite of regulatory changes and headwinds in core markets such as Germany and the Netherlands.

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