888 has launched a new campaign billed as Made To Play, which brings all of its products under one roof. The winner of five consecutive EGR Awards and more than 50 international awards could well be the first online gaming company to adopt this strategy.
It is no secret that the companies behind online poker sites have many irons in the fire. These "verticals," as they are known, are usually sports betting and online casino games. partypoker has both a sportsbook and casino, as do PokerStars and Unibet, while you could argue the main focus of sites such as bet365, Betfair Poker, and William Hill are more focussed on their non-poker products.
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Of course, all gaming companies use their products to cross-sell their others. For example, you can win free sports bets or free spins in poker promotions, or poker tournament tickets if you wager a particular amount in the casino. However, most companies keep their products separate for the most part, but 888 is taking a new approach.
The extremely well put together Made To Play promotional video hit YouTube on March 11 and has already racked up 20,000 views, at the time of writing. Each "8" of the famous 888 logo is a different colour and represents poker, casino, and sports; the colors used for the logo are the same as the main colors deployed in each of those products.
The video goes through each of 888’s gaming portfolio, stating 888 is made to blow minds, unite players, and is made for complete recreational and seasoned players; it is Made To Play.
A link in the video’s description takes you to a landing page detailing the welcome offers for casino, sports, and poker, and steps away from the industry norm of having a small icon in the corner of the screen that whisks you away to one of the other verticals. It is clever and you can see the clear thinking behind it. A sports bettor is more likely to play online poker or try their luck at an online casino if they know their current company offers such a service. They can have their bankroll in one place and enjoy a suite of products, all while keeping them within the 888 ecosystem.
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The Made To Play strategy comes a couple of days after 888 Holdings, the parent company of 888poker, 888sports, and 888casino, released its full year financial results to the London Stock Exchange.
Revenue increased 15% year-on-year to $980.1 million, with gross profit rising by the same percentage to $647.0 million. Profit before tax soared a phenomenal 205% to $81.3 million with profit after tax weighing in at $68.9 million, a 510.5% increase. All in all, it was a record year for 888. With the new Made To Play strategy improving brand awareness across the company's vast customer base, another stellar year could be on the cards.
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