Sky Vegas, the online casino division of Sky Betting and Gaming, is forging ahead with its ambition to become the UK’s market-leading online casino with a comprehensive redesign of its website and a new advertising campaign, designed to make it stand out in an increasingly crowded marketplace.

Implemented across all channels, the main vehicle for the campaign is TV, with the production of four new adverts, the first of which will air on 5th October.

The adverts aim to inspire customer loyalty and ask ‘Why aren’t you in Sky Vegas?’  They transport four characters from the tedium of domestic chores to Sky Vegas – a world of 24/7 thrills, as exciting as the city itself and only a click away. The animated journey from the mundane to the awesome is reflected in their dark sunglasses and accompanied by a high tempo rock and roll track, whilst the voiceover artist has an American drawl.

Sky Betting and Gaming’s Head of Casino Marketing, Daniele Phillips, said: “Research shows that viewers really struggle to differentiate between the TV adverts of online casino brands, so we set out to change this. Our new ads are completely different from our competitors’ and give us a very distinct character, with which customers can identify. There is humour, swagger and a hint of Vegas rock’n’roll, which all convey the clear message that if you’re not playing casino at Sky Vegas you’re missing out. ”