Brief: Now a multi-billion pound technology provider within the online gaming industry, WagerWorks was acquired by IGT, an international provider of gaming machines that wanted an online facility.
As part of this expansion into a highly competitive market sector, WagerWorks needed to raise its brand awareness and promote its expertise in the online gaming world plus promote new games to high profile companies like Virgin.
Strategy: BlackChilli developed relationships within the online gaming media by negotiating advertising packages which included editorial opportunities. This enabled WagerWorks to increase brand awareness and clearly demonstrate its expertise through quality and informative articles.
As part of the marketing mix, BlackChilli was also charged with creating visual awareness of WagerWorks at key industry events including the ICE-i exhibition where no fewer that seven new online games were being launched. In addition to eye-catching graphics, the bold solution was to use look-a-like models to work the exhibition halls, create a buzz and encouraging people to visit the WagerWorks stand. BlackChilli also used an incentive of prizes for the highest scores. Collectively all these initiatives provided WagerWorks with an unprecedented opportunity to raise its brand profile and awareness for its products.
Result: The ICE-i exhibition was as real success, with all seven games becoming huge hits within the online industry. WagerWorks also established its market leading brand and is now recognised as a leading online gaming company that has subsequently developed relationships with many high profile clients.