888 Holdings Gambles on First Global Brand Campaign

Online betting/gaming company 888 is debuting its first global brand campaign, uniting its three entities — 888poker, 888casino and 888sport brands — under one creative banner: 888 is Made to Play.

Just launched in the UK, the creative will roll out in Canada, Spain, Italy and Germany in the coming months.

The Recipe agency’s ads tout the play, not the pay, aspect of 888. The spots reveal why people enjoy gaming in a colorful, often wacky way. For relaxation, excitement or social bonding, Recipe positions 888 as delivering the best betting experience.

“Made to Play is the first time in a 25-year history that 888 has united all three of its main brands: sport, poker and casino, under one master-brand strategy,” said Dan Jacobs, creative director at Recipe.

The individual sub brands will also launch their own Made to Play posts in fall, supported by multichannel formats.



The 888 Made To Play was shot in Israel in three days, with the creative team working remotely. Sivan Finn Shalev, vice president, strategic marketing at 888 Holdings, said the work “articulates what makes 888 stand out from the crowd and why our customers should play with us.”

Recipe prides itself on not being a “normal agency. It was founded by three people with zero advertising experience who never bill by the hour,” adds Rea Hajifanis, marketing lead. “Clients prefer to work in Recipe’s office and 89% of new biz comes from referrals.”

Recipe’s clients include Coca Cola, P&G, Hello Fresh, Sky and Channel 4.

The global sports betting industry reached a market size of $203 billion in 2020, according to Statista.

The global online gambling market size is expected grow from $73 billion in 2021 to $81 billion in 2022 at a compound annual growth rate (CAGR) of 10.4%. The growth in the market is mainly due to companies resuming their operations while recovering from Covid, according to The Business Research Company.

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