Metro has launched its first ever TV ad campaign for its mobile gaming destination Metro play on Boxing Day.
The campaign, created by creative agency Dare, will promote Metro Play Casino and will run for a month until 30 January.
The ad, which is targeted at male and female “urbanite casino players”, features real people following their daily lives in the city with voiceovers talking about the brand and informing viewers about the breadth of games and exclusive sign-up offers on the platform.
The freesheet launched the responsive design-based gaming platform this June as part of ongoing plans to diversify revenues and sustain engagement across its portfolio.
The freesheet launched the responsive design- based gaming platform this June as part of ongoing plans to diversify revenues and sustain engagement across its portfolio. It kicked off the £1.9m original marketing campaign on print, tablet and online.
Jamie Walters, managing director at Metro Play, said Metro Play has “exceeded expectations” since it launched this summer and expects this marketing push to take it “to the next level.”
He added: “The two ads have a great sense of humour about them while also explaining that we have great games and sign up offers, conveying the playful and fun experience customers have on Metro Play Casino.”
The campaign will run across Eurosport, Sky Sport and UKTV's Dave channel and ITV, and will be cross-promoted across Metro’s entire portfolio including print, mobile, web and online.
Although the newspaper would not reveal the full amount spent on the campaign it has said it will be the biggest above-the-line spend of 2013, so topping the £1.9m spent previously.