Walker nets £3m e-gaming task

Online gaming company Cashcade, the owner of Getminted.com gaming portal, has appointed Walker Media to its &£3m planning and buying business without a pitch.

The incumbent on Getminted.com’s media business was Goodman & Associates (MW May 26, 2005).

Walker Media will be responsible for Cashcade’s integrated television, sponsorship and press campaign to be rolled out next month. The creative concept will be developed by Spirit.

Walker Media chairman Christine Walker says: “From our first meeting with Cashcade to our appointment took less than four weeks, and this is reflective of the fast-moving nature of their business. We have already developed plans and we aim to start advertising in May.”

Cashcade provides casino, bingo, racing and poker services through its gaming portal. Earlier this year Independent News & Media, the Ireland-based newspaper company controlled by Sir Anthony O’Reilly, took a 20% stake in Cashcade in an attempt to branch into online gaming.

The company formerly had a tie-up with Victor Chandler, the offshore gaming entrepreneur. Set up in 2001, it claims to have more than 400,000 registered users with annual transactions already in excess of &£150m.

Last November, Cashcade agreed to supply Trinity Mirror with online products under a multi-million pound deal. The move formed part of Trinity Mirror’s long-term strategy to boost online advertising revenue, and introduce a series of games across all its titles.

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