We made Sky Casino stand out in the Sky Betting & Gaming
portfolio, and appeal to the "Man of Action" target audience
| Brand Positioning
| Tone of voice
Position the Sky Casino brand
Sky Betting & Gaming’s portfolio contains two casino brands: Sky Vegas and Sky Casino. Our role was to establish a clear role for Sky Casino within the brand portfolio.
We identified the most valuable target audience – ‘The Man of Action’ – and developed a clear positioning as the ‘High Performance Casino’ to create a desirable brand that would attract and excite him. We redesigned the Sky Casino mark and identity, the digital experience and the live dealer studio, as well as briefing live dealers on how to talk, act and bring the brand positioning to life.
The new brand has made a significant commercial impact and now has a strongly defined position within the portfolio. The marketing and brand teams have run their most successful acquisition campaigns to date, and customer feedback continues to be overwhelmingly positive.
Alex Walton, Head of Brand, Sky Betting & Gaming:
“The Clearing were given a tough brief to say the least; position our Sky Casino brand, stay true to our Sky master brand, appeal to our Casino & Betting audiences whilst differentiating from other casino offerings and getting our internal teams to understand and love it!
From the very beginning of the project I was impressed with their integrity, knowledge and rigour. Now implemented, the results have lived up to the lofty expectation. This has been our most successful acquisition campaign to date, overwhelmingly positive customer feedback and inspiring numerous product and user experience enhancements. Our internal teams love working on the brand.”