First TV campaign boosts Jack Gold mobile casino

Ambitious plans to boost the mobile-focused Jack Gold Casino brand with a television advertising campaign has seen a significant uplift in traffic, according to its owners.

Locus Gaming launched its first phase of commercials 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 percent, management revealed Monday.

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.

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 where there is heavy mobile device usage such as Australia and South Africa.