PokerStars has refreshed its marketing profile under the new ownership of FTSE100 Flutter Entertainment Plc by debuting its new global advertising campaign – ‘I’M IN’.
Founded in 2001, PokerStars’ offering includes online poker, casino and sportsbook. It can be accessed through different operating software such as Windows, macOS, Android, and iOS. The brand is the largest real money online poker site worldwide, controlling two-thirds of the online poker market.
I’M IN is the first advertising campaign launched by PokerStars under the creative guidance of the marketing agency Anomaly.
Last summer, the Stars Group announced that it had awarded PokerStars €/$ with a global multi-million advertising account to the New York-based Anomaly. The company is a specialist in developing high concept and high engagement promotions across mass-market brands, some of its clients include IKEA, YouTube, and Unilever.
In a change of marketing strategy, the I’M IN campaign has shifted away from the operator’s usual use of global sports stars, poker pros, and entertainers as ambassadors. A further I’M IN campaign series is in progress which will focus on promoting safer gambling.
Global Director of Creative Communications, Martin Nieri, at Stars Group had this to say: “Our brand positioning was inspired by the community PokerStars serves, an incredible collection of individuals who seek out fun every day.”