Illegal gaming threatens casino sector

 In Gaming, News

One of Portugal’s largest gaming groups, is to launch “the costliest publicity production campaign it has ever made to date to mark the brand’s fifth anniversary.

It comes at a time when its CEO Américo Loureiro says that illegal gaming is a serious threat to the sector.
The campaign is the second from The Office, the first being in August in the first film created by the agency founded by Nuno Jerónimo and Tiago Canas Mendes for the brand. The production is by Show off.
In an exclusive interview with Eco, Loureiro said: “The campaign will be on all of’s and other media and publicity channels:, digital, outdoors and general television. We coordinate own campaigns internally with our own marketing team that manages the planning, scheduling, dissemination and broadcasting for the campaign”.
This year the online casino has invested in adverting in music events such as Nos Alive, an investment whose effectiveness is “still being evaluated”.
It has sponsor partnerships in 11 active sports, while in entertainment its has publicity in the TV soap series Pôr de Sol (Sunset).
Speaking about the challenges of brand communication in a competitive market like gaming and online sports gaming and other challenges, Loureiro says setting the right tone and being seen as an entertainment; and second, that it be seen as a national and licensed operator with protection for players in terms of IT security, data protection, and (highlighting the importance of) responsible gaming.
“Unfortunately, illegal gaming is the main threat to the sector. Much of our communications work is aimed at imparting confidence, particularly through the media partners chosen to communicate our message.
“According to market studies we carried out last year, trust is actually one of the attributes most strongly associated with the brand”.