888 launches first global master brand strategy

(PRESS RELEASE) -- 888, one of the world’s leading online betting and gaming companies, has launched its first ever global master brand strategy and associated marketing campaign, using the strapline ‘Made to Play.’

Building on 888’s position as a leading global casino brand with more than 25 years of trust, awareness and credibility, Made to Play will unify 888 Casino, 888 Sport and 888 Poker under a single, consistent and strong brand positioning.

To mark its launch, 888 has created a multi-channel campaign, which launches today, that includes 60 and 30-second adverts that will run in the UK for five weeks on TV, social and video-on-demand channels. The campaign’s film takes the viewer into the dynamic and colourful world of varying 888 players and the reasons why they play.

Over the coming months, the campaign will also be launched to additional countries. The 888 sub brands will each launch their own Made to Play campaigns post-summer, supported by a complete set of multi-channel formats.

Sivan Finn Shalev VP Strategic Marketing at 888 Holdings 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.”