Gambling company 888 has begun the process of grouping its different gaming sites under the 888.com brand as it launches a new advertising campaign in the UK.
The gaming portal is planning to phase out its other brands, which include PacificPoker and Casino-on-Net, which are well known in the US, over time as part of plans to introduce 888.com as its global brand.
The move comes after the parent company 888 Holdings floated on the London stock exchange last year.
A new UK advertising campaign, created by agency Bear, will be the first to focus solely on the 888.com brand rather than the casino or poker games. It stars five different customers who are drawn to visit the site for different reasons. The company has also adopted a new strapline: “The Home of Online Gaming”.
The print and outdoor work will break at the end of January and will be followed by a direct marketing campaign and sponsorship activity later in the year.
Last year, 888.com signed up to sponsor programmes across three different broadcasters, including ITV Comedy and Channel 4 Sport (MW May 19, 2005). The company also sponsors Middlesbrough Football Club.