A new ad campaign geared toward attracting recreational poker players in the UK was rolled out by 888Poker recently, as the world’s 2nd most popular online poker site continues with an industry trend that favors recs over regs.
Entitled “Live the Game,” the marketing campaign began with TV spots in the UK, with plans to target other markets in due course. Three different adverts have been filmed, each featuring players engaged in a battle of one-upmanship.
The players don’t like to lose to each other – whether playing poker or competing in some other activity – and are seen applying poker strategies to situations in everyday life.
“The idea behind the concept is that for true poker players, the dynamics of poker are reflected in everything they do – it’s how they view the world,” 888 PR and Marketing Director Sivan Finn told eGaming Review. “Whether they are in a dance-off, diving into a pool or even just chilling on holiday, they love to outplay each other in whatever game they’re playing. They live and breathe the game.”
It’s All About the Recs
Appealing to casual players has been a theme running through online poker for quite some time and that bias reached a new level last month when PokerStars announced a shakeup of its loyalty program and vowed that steps will be taken to make the game more palatable to non-professional players.
888Poker trails only PokerStars in terms of player traffic, holding a solid lock on 2nd place industry-wide. The poker room has developed a loyal following and is prepared to welcome more players to the tables as it strives for proper balance in its poker room ecosystem.
Aiming for recreational players is not a new concept at 888Poker, however, as the site runs various promotions throughout the year designed to attract players who don’t necessarily log on and play every day as the pros do. Currently, a Gift Showers promo in tune with the Christmas holiday season is underway and will continue through January 4.
The Live the Game ads were produced by Hometown London, with the first spot, “Dance Off,” showing three players transition from playing poker to competing on the dance floor. Each tries to outdo the other, using poker philosophies in so doing.
The second ad is entitled “Bar Tricks” and the players again apply poker strategy when attempting to top each other while performing various tricks. The theme continues in “The Dive,” the third advertisement that shows the players are thinking in terms of poker when contemplating raising and going all-in when diving into a swimming pool.
As described by Hometown London, the ads show “what can happen when we ‘live the game.'”