Virgin Games launches TV campaign

LONDON, England -- (PRESS RELEASE) -- Virgin Games, the leading online gaming company, has launched its first ever television advertising campaign for its casino site, Virgin Casino. The advert aims to cement Virgin Casino's position as the home of online slots by promoting the wide range of games that the Company now offers, and the fact that it launches at least one new game every week.

The 20 second advert, which is part of a £500,000 campaign, uses a space theme to introduce viewers to the world of Virgin Casino and features well know online game titles such as Cleopatra, Da Vinci Diamonds and Monopoly Multiplier. It was produced by ABF Pictures with MGOMD acting as media planners and buyers.

Oliver Wilson, Casino Acquisition Manager, commented: "We had such a fantastic response from our first Virgin Bingo ad launched last year that we decided that this was the right way to go for Virgin Casino. Bingo received a 100 per cent increase in player registrations on the back of the first adverts aired late last year and this evidence suggests it makes absolute sense for TV to play a significant part in the marketing mix for the casino product.

"TV advertising is a new strategy for Virgin Casino and we believe a natural fit. Consumers like the familiarity and security of knowing they are playing with a trusted and reputable company. Being part of the Virgin brand helps this, while TV raises awareness of the casino product and the range of slot games we offer."

The advert premieres on 1st November and will run for two weeks. It is a test campaign covering two UK regions that will test Direct Response TV prior to a national heavyweight rollout in the future. The two week campaign will run mainly on ITV and Channel 4.

The TV advertising will be supported by a range of direct response activity including PPC and Display Media. Affiliate marketing will also play a significant role in the campaign and will run through Virgin Games' in-house affiliate system.