Amaya Gaming’s PokerStars brand has launched its first TV campaign promoting the world’s top poker site’s casino vertical.

Amaya first launched a PokerStars casino product via its Spanish-licensed site in September 2014. Italy and the UK soon followed, after which the product was rolled out to the .com platform in jurisdictions where online casino was permitted. But the company had shied away from direct casino marketing, preferring to initially rely on cross-sell from its poker base.

That all changed on Monday, as PokerStars Casino launched its first ever TV campaign, although the spots (viewable below) are for the moment only appearing in the UK market, and only on digital stations and video display advertising.

During last week’s Q3 earnings call, Amaya revealed that its casino users had risen 40% year-on-year to 486k, still a drop in the bucket compared to PokerStars’ 105m cumulative customer base. The combined share of casino and sportsbook revenue accounted for 27% of Amaya’s overall revenue, up from 19% in the same period last year.