Genting Alderney, the online casino division of Genting Group, is launching a TV campaign.
Part of the campaign includes a 30-second advert that follows the character Charlie through the streets of Kuala Lumpur, birthplace of the Genting brand, accompanied by a voice-over narrator revealing his thoughts on the ethos of players.
The character is played by Charlie Gardner who recently starred alongside Matt Damon in The Martian.
Created and produced by the LRD-e-gambling Partnership - a collaboration between Guernsey-based creative agency LRD and Leeds-based Ponderosa, the campaign was devised using focus group research involving regular players of both online and land-based casinos. The research revealed players believed existing TV adverts failed to represent the motivations and attitudes of serious casino players.
Peter Nolan, managing director at gentingcasino.com, said: “As part of one of the world’s leading land-based casino operators, Genting has unrivalled player knowledge and insight, which ensures the advert speaks to our audience in a relevant and different way. Genting players are informed and knowledgeable and we wanted to reflect this in our portrayal of the lead character, Charlie.
“As Genting Group celebrates its 50th anniversary, our heritage gives players the confidence to play both online and offline. Over the last 18 months we have undertaken a significant investment programme in our internet gaming system, web sites and mobile capability, ensuring we continue to innovate in the live casino space and deliver an unsurpassed experience tailored to our players’ needs. This campaign is just the start of a very exciting series of developments to ensure our online offering is best in class.”
