To say that the online casino market is overcrowded is actually a massive understatement. The amount of available online casinos and mobile casinos is now simply astounding, as there are now hundreds throughout Europe that vie for your attention every time you logon to an online casino portal. In order to stand out from the chasing pack, an online casino must present something different, which is exactly what LeoVegas have managed to do.
It seems that in many ways LeoVegas are the online casino brand of the moment, as they have managed to draw in big crowds through their noteworthy game selection. However, it isn’t just the brand’s game selection that has caught player’s eyes. This is because LeoVegas is raising the stakes not just through an expansive advertising campaign, but also through some new endorsement and sponsorship deals that look to put the mainstream spotlight on the company.
As far as the ratings go, few shows on ITV2 have delivered as consistently as Celebrity Juice. While the game shows nature has certainly raised some questions with critics, its popularity is pretty much undeniable. In many ways it makes sense that LeoVegas, an online casino that prides itself on being fun, would choose to sponsor such a show. The deal that was handled through The Broadcast House represents a major step-up for LeoVegas, largely as prior to this the online casino was sponsoring lesser-known channel truTV. TruTV is known as the competition and comedy channel, but it never seemed like the right fit for LeoVegas. Now LeoVegas has stepped into the mainstream by taking the prime TV sponsorship of Celebrity Juice out from underneath the nose of Kellogg’s Squares.
The brand new deal kicks off with the launch of the 14th season of the show, which runs up until the end of December, when it ends on the traditional Christmas special. The show will now be branded with the LeoVegas logo, but it isn’t just that which will be adorned with the LeoVegas image. ITV.com and ITV Player catch up versions of the show will also feature LeoVegas imagery, along with the show’s social media channels. ITV2 currently ranks as one of the leading digital channels in the United Kingdom, so it is clear that LeoVegas is looking to tap into this audience through this new deal.
Dress Like a Lion
Partnering this new sponsorship deal is a new social media initiative known as “Dress Like a Lion”, which puts the focus on the company’s mascot. It will see the Lion mimic the flamboyant dress sense of Celebrity Juice host Keith Lemon in what should make for a fun little side project. Speaking on the brand new sponsorship agreement Shenaly Amin (LeoVegas UK Country Manager) has said, “Celebrity Juice is easily the most fun show on TV in the UK, with millions tuning in each week to see what shenanigans the show’s panel will get up to next. We feel the show’s nature really fit sin with the image that LeoVegas looks to project. Celebrity Juice is all about fun and so are we! It’s the perfect match!”.
All Over the Box
LeoVegas is all over the TV these days and this is exactly how the LeoVegas marketing department wants it. Amin said, “Since arriving on UK TV last year, we have been steadily building upon our mainstream media presence”. Changing the way LeoVegas is seen by the public, keep an eye out for the online casino brand next time you sit down to take in an episode of Celebrity Juice on ITV2.
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