The online gambling operator Virgin Games has announced that the company has planned the launch of a new major television advertising campaign. The campaign is the next step in the operator’s plan to improve its visibility, having recently started issuing press statements on a regular basis announcing the release of new games.

The theme of the new campaign is space, which players should associate with the space travel initiatives of the parent company Virgin Group. The aim of the advertisement, which lasts twenty seconds and was produced by ABF Pictures, is to reaffirm Virgin Casino’s position as the definitive location for online slot machines. Emphasis is also placed on the fact that the site releases at least one new game each week.

Detailed campaign information

The campaign has a total budget of £500 000 and is managed by the media company MGOMD. The first advertisement appeared on television screens on the 1st of November and will run for two weeks principally on ITV and Channel 4. The campaign will initially only appear in two regions of the United Kingdom, but will be extended to cover the entire country should responses to the advertisement prove to be profitable.

The manager of casino acquisition at Virgin Casino Oliver Wilson has stated that “the response we received from the campaign we launched last year for Virgin Bingo was so favourable that it seemed that the same approach would work well with Virgin Casino. Following the Virgin Bingo campaign we recorded a 100 per cent increase in sign-ups. This shows us that television advertising should place a significant part in the marketing for our online gambling products.”

Virgin Game’s own affiliate system will also play a role in the advertising campaign, which will be supported by PPC and Display Media direct response activities.