• by Les Luchter , December 22, 2023

Got much planned for the day after Christmas?

Free mobile game provider Playtika sure does, as it has chosen Dec. 26 to launch five, largely celebrity-driven ad campaigns consisting of seven different :30 spots.

Sarah Jessica Parker stars for Solitaire Grand Harvest; Drew Barrymore, in the midst of a multiyear contract with the gamer, for Bingo Blitz; busy product endorser Jason Alexander in three spots for World Series of Poker (titled Keeping Your Ego in Check, Making the Right Call and How to Leverage Your Luck); and Ty Pennington for Caesars Slots.

“We know the holiday season is a noisy time, especially leading up to Christmas,” Laura Keren, Playtika’s vice president global marketing, explains to Marketing Daily. “As we approach the year-end and gear up for the New Year, it's the perfect time to unwind and indulge in some fun and entertainment.”

A couple of the ads are holiday-week specific:

In his Caesars Slot spot, Pennington declares that “Christmas never ends,” touts a sweepstakes giving entrants a “chance to win a $777 Amazon gift card every hour” and then wishes viewers a “Happy new winner.”

The fifth campaign, for Slotomania, starts with a couple beside a Christmas tree and declares “Happy new Slotomania,” inviting viewers to check out a new game design and features.

Keren says the five campaigns, created in-house and running “across all major networks and social channels” for varying lengths of time, are “intentionally designed to resonate with a diverse audience….Our games are crafted to provide engaging entertainment for everyone, transcending specific demographics.”

As demonstrated by Barrymore’s contract, celebrity endorsements are nothing new for Playtika, with previous campaigns featuring the likes of Jane Seymour and Meghan Trainor.

Mayflower Entertainment handles Playtika’s talent negotiations.