First TV Campaign Boosts Jack Gold Casino
9th Dec 2013 – Ambitious plans to boost the mobile-focused Jack Gold Casino brand with a television advertising campaign has seen significant uplift in traffic, according to its owners.
Locus Gaming launched its first phase of commercials – which can be viewed here – at the end of October on a range of terrestrial and digital channels.
The campaign culminated in one new player winning a solid gold bar in a prize draw organised to coincide with the gold rush-themed creative. During the time the adverts aired, visits to the site more than doubled, with the number of active real money players increasing by 75 per cent.
Ed Andrewes, CEO of Locus Gaming said the marketing plan was encouraging at a time when the volume, frequency, and exposure of gambling adverts on UK television is under review.
He added: “We didn’t take the decision to do above the line advertising lightly as there is considerable expense associated with it. We were also aware of concerns over saturation coverage.
“But we are pleased with the increased awareness, including a boost in the credibility of the site among new and existing customers and tangible commercial returns.
“We’re confident we’ve got the right product available on the right platforms for today’s casino customers, but it’s crucially important to reach out rather than expecting them to find us.”
The adverts sought to develop a heritage for the brand by taking viewers back in time to the early days of the California Gold Rush. They are then returned to the cutting edge technology of the current day where the thrill of playing Jack Gold’s pioneering table and slots games awaits.
Central to the promotion, which was initially aired on ITV, Channel 5, and Sky Television, Locus gave away a solid gold bar to one lucky customer.
The randomly drawn new player, David D, from Marlow, Bucks, who deposited and played on the site after watching the commercial, said: “I saw the advert and that gave me the confidence to play with Jack Gold – the site is superb. I couldn’t believe it when I won the gold bar. It is surprisingly heavy – I am going to hold on to it and brag about it for years to come!”
Jack Gold Casino is now optimised for a greater number of Android devices and the new breed of mobile and tablet handsets in local and emerging markets. The changes follow research into preferred operating systems and handsets in territories such as Australia and South Africa.
Created to deliver a premier user experience on both mouse-led and touch screen devices, Jack Gold won the award for Best Mobile Site at the inaugural Mobile Gaming and Gambling Awards.
The company’s affiliate programme provides partners with unique creative, comprehensive customer service, and tracking and commission calculations via a deal with Income Access, while the latest changes will help those affiliates whose traffic is not segmented according to individual devices.