Sky Vegas cuts ties with marketing team amid move to Gibraltar

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Sky Vegas has called for a review of its advertising strategy as the brand seeks to revamp core processes related to marketing.

The UK-based online casino subdivision of Sky Betting & Gaming — owned by Flutter Entertainment — will now discuss new ways to market its services in the creative field with advertising agencies.

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Marketing firm, Who Wot Why, has overseen Sky Vegas’ advertising campaigns since 2020 – with ‘Playmakers’, ‘It’s Why We’re Here’ ‘Big Entertainment in Small Moments’ and ‘The Winning Machine’ all designed by the London-headquartered creative group.

According to data collected by Who Wot Why, increases in 'spontaneous awareness', 'brand appeal' and 'consideration' were achieved during its tenure as Sky Vegas’ lead advertising creative. 

Moreover, Flutter brand, creative and sponsorship director, Michael Afflick, has previously lauded the Who Wot Why team for their 'energy' and 'passion': 

“The energy and the passion that the team has, and I do see Who Wot Why as part of our team, gives us a spine that spearheads us into any challenge we’ve got. And, I don’t think there is any challenge we won’t solve together.”

That final sentence flies in the face of Sky Vegas’ decision to move on from Who Wot Why – as advertising consultancy agency, Ingenuity+, has been hired to manage negotiations with potential marketing partners. 

The most recent Sky Vegas review of internal advertising procedure came in 2019, following the purchase of The Stars Inc. by parent company, Flutter Entertainment. 

However, marketing investment and management firm, Essence Media, will continue to collaborate with Sky Vegas beyond the conclusion of this advertising evaluation. Having also worked alongside major global brands such as Adidas, Coca-Cola, eBay and Google, Essence Media boasts an impressive portfolio spanning several significant industries.

Speaking to SBC News, Jo Thornton, marketing director at Sky Betting and Gaming, verified that the operator is currently searching for a new team to head the creative development of its advertising leg: 

“Having recently relocated our gaming business to our new gaming hub in Gibraltar, we are currently in the process of selecting a new strategic agency partner to support our brand and creative leadership ambitions for Sky Gaming.

Thornton expressed enthusiasm at the prospect of working with a 'fresh' partner in 2025, saying: 

“The process is being supported by the fantastic team at Ingenuity+ as we near the conclusion of our pitch process. We have been incredibly impressed by the stellar talent and passion we’ve encountered along the way and look forward to rolling up our sleeves with a fresh brand and creative partner in 2025 and beyond.”