SBG Focus On The Play in Everyday

We’ve been ‘getting real’ lately across our SBG brands.

You may have noticed a change of tone across Sky Vegas, Sky Bingo and Sky Bet brands recently. We’ve been on a mission to better reflect our customer’s betting and gaming experiences with us by doing away with the flashy lights and frills that our industry is most commonly known for.

Sky Vegas: Playmakers

Our playmakers campaigns celebrate the play in the everyday – as we embrace both winning and losing. A first that we are aware of in our industry.

Our research showed us that it’s the excitement of the game as opposed to the big wins that keeps our customers looking forward to playing. It’s not about the hype, neon lights or big promises. It’s about connecting to our customers with realistic and honest messages to show that we do understand the real experience of playing online casino games.

Jonathan Lloyd, Head of Gaming Brand and Propositions at Sky Vegas comments on how we are standing out in our category:

“Our research was conclusive; consumers feel that brands within the category don’t understand them, and the existing category advertising tropes compound the distrust they already feel towards casinos. We aren’t focused on the win, but all the feelings of entertainment that players get from online casinos: jeopardy, anticipation, connection – and even losing. That’s their lived experience with us, so it’s only right that we reflect that in our comms.”

Sky Bingo: All Fun No Fuss

Sky Bingo aim to maximise the time players spend with us by making our entertainment transparent, simple, and easy-going. When players find a moment to themselves — no matter how brief it may be — we’re filling it with everything they’re looking for, in a way they appreciate. By dialling back the hype, our players can dial up the bingo, slingo and slots.

The Sky Bingo rebrand project is especially noteworthy – as all of the creative work was undertaken in-house with support from @Flutter UK & Ireland creative teams. 

Tammy Parker Senior Brand Manager tell us:

“Identifying the insight that players want to “enjoy the fun of bingo & slots without fuss or confusion” was integral to the new brand direction – the category is full of loud bingo brands, reflective of a fun bingo hall, however online bingo is a much calmer experience. Our new creative pokes fun at the “bingo” stereotypes to show there is a different way to get our message across. Leaning into the talented Flutter Creative studios we worked to create a bold and stand out piece of creative”.

The end result? A cracking new direction and campaign for Sky Bingo.

Sky Bet: For The Fans

As we wrap up our spotlight on our recent rebrands, we come to Sky Bet’s For The Fans positioning. We recognised the growing parity between bookmaker offerings and set out to shake things up and stand out from the rest of the category.

This new focus is very much on enhancing entertainment for sports fans and showing that Sky Bet understand what it means to be a fan. Our ‘For the Fans’ positioning acknowledges that our audience are fans first, and betting is a way to further enhance their enjoyment or test their knowledge.

As huge sports fans ourselves, we’re committed to enhancing the fan experience through betting and beyond. Our fan first mindset is at the heart of everything we do, internally and externally.

Our recent brand redesigns have meant challenging the status quo when it comes to what’s ‘expected’ in our industry…

During these big projects, we couldn’t help but spot the similarities between the need for a realistic representation of our customers gaming experience – and how perhaps these industry stereotypes go beyond our products and even affect the perception of working in our sector.

We spoke to Sue Wade, Head of Growth for Sky Gaming who shares her thoughts with us on this subject.