Faulds has been appointed to handle the £2m UK marketing launch of online gambling brand PokerRoom.
The brand belongs to Stockholm-based Ongame E-Solutions, which wants to make it one of the top three online poker sites in the world. The market is led by Ladbrokes.com and Playpoker.com.
Ongame E-Solutions’ main market so far is the US, but it plans a £2m assault on the UK as the first stage of a move into Europe. The launch of PokerRoom is planned for June and the supporting campaign is expected to use TV and online advertising – depending on legislation – viral marketing and sponsorship.
Advertising is dependent on the expected amendments to the Gambling Act 1968, scheduled to be set down by the Government in the Queen’s Speech this autumn. If passed, the legislation will allow casinos to advertise and online casinos to operate from the UK – at present, they are forced to set up their operations abroad.
Ongame E-Solutions claims that PokerRoom has 500,000 registered users and that it is profitable. The UK is estimated to have contributed £107.6m to worldwide online gambling revenues in 2001 (Informa).
Faulds has had to make redundancies recently after losing the £4m Kwik-Fit account and its Royal Bank of Scotland business.