888 Holdings has debuted ‘Made to Play’, its new multi-media advertising campaign that “unites the 888casino, 888sport and 888poker brands under a single brand position”. 

The ‘global master campaign’ showcases 888’s 25-year experience at the forefront of igaming innovations and entertainment, in which it has become one of the market’s most dominant and trusted players.

Of significance, Made to Play will unify the group’s flagship 888casino, 888sport and 888poker lines under the single, consistent and strong brand positioning of its heritage 888 domain.

The global campaign will initially be rolled out in the UK across multi-media platforms, which include 60 and 30-second adverts that will run for five weeks on TV, social and video-on-demand channels.

Over the course of 2022, the campaign will also be launched across all target markets, with 888 sub-brands debuting their own Made to Play campaigns post-summer, supported by a complete set of multi-channel formats.

Sivan Finn Shalev VP Strategic Marketing, said: “The launch of our Made to Play master brand strategy is an important step for us, combining each of the strong brands we have built over the years under a consistent message that articulates what makes 888 stand out from the crowd and why our customers love playing with us.”