888 launches first ever global masterbrand campaign

888 still Blow Minds

After 25 years in the business, 888 is launching its first ever global brand campaign, uniting the 888poker, 888casino and 888sport brands under one creative expression – 888 is Made to Play.

888 masterbrand campaign

The masterbrand campaign’s mission is to create unrivalled moments of excitement that reinforce 888’s focus on creating the best betting and gaming experiences around the world.

Recipe’s high-energy 60sec TVC emphasises that the 888 brand is for people who are there for the play, not the pay. 

The film takes the viewer into the dynamic and colourful world of varying 888 players and the reasons why they play. 

Whether it’s to unwind, get excited, or unite with friends, the spirit of Made to Play is that everyone can find maximum enjoyment in the way they play. 

From their surroundings, each player is propelled to another level of play where their experience becomes increasingly exciting across their poker, casino and sport bets.

888 still Unite
Masterbrand campaign: 888 launches first ever global effort.

The Made to Play campaign, which will initially run for five weeks, includes 60 and 30sec films to run on TV, social and VoD channels. Launching in the UK, it will be rolled out to select countries in the coming months. 

The individual sub brands will also launch their own Made to Play-lead TVCs post-summer supported by a complete set of multi-channel formats.
Sivan Finn Shalev VP Strategic Marketing at 888 Holdings said: “The launch of our new masterbrand strategy is a huge step for us, combining each of the strong brands we have built over the years under a consistent “Made to Play” message that articulates what makes 888 stand out from the crowd and why our customers should play with us. 

“The Made to Play campaign is the first manifestation of this new direction and we look forward to continuing to work with Recipe to grow into this strong brand platform.”

Dan Jacobs, Creative Director at Recipe said: “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 masterbrand strategy. 

“Recipe navigated the choppy strategic waters of bringing together three business units in a way that would resonate with consumers across all three products.

“It goes without saying that the Made to Play campaign wouldn’t have happened without the brilliant clients at 888. “But without Sivan and her team, it would never have been possible to get it off the ground in such record time.”