PlayOJO, the standout online casino brand from SkillOnNet, is back with a fresh chapter of its imaginative marketing series, rekindling its partnership with London creative agency Isobel. The latest installment of the “It’s Alive” campaign builds on the momentum of last year’s eye-catching “monster” commercial, this time embracing a graveyard-themed celebration that brings the brand’s live casino offering to vibrant, undead life.
Debuting in the UK on July 29, the campaign will be rolled out across traditional broadcast platforms including Sky, Channel 4, and ITV, as well as on-demand streaming and digital and social media channels. Global expansion is also on the horizon, with the ad set to reach viewers in Spain, Canada, and across Latin America by the end of the year.
Undead Hands and Neon Thrills Bring the Casino to Life
At the heart of the new advertisement is a vividly reanimated graveyard, where zombie hands burst from the soil, glowing with neon hues and imbued with the thrill of PlayOJO’s live gaming environment. The quirky and theatrical visuals channel the fun and energy of live casino tables and game shows, turning the eerie setting into a full-blown party that encapsulates the excitement of playing at PlayOJO.
“This was a brilliant opportunity to extend a distinctive creative story that’s already created a buzz,” said Rob Fletcher, founder at Isobel. “The new film keeps the unexpected charm of ‘Monster’ but ramps up the fun even further with zombie hands, neon lights, and a party in a graveyard. We wanted to show that when it comes to live casino, PlayOJO doesn’t just play differently, it comes alive.”
The campaign, aimed squarely at fans of live entertainment, is part of PlayOJO’s broader brand strategy to stand apart in an industry often characterized by repetitive tropes and generic themes.
Breaking Convention in the Online Casino Space
Known for its emphasis on transparency and fairness, PlayOJO has long pursued a more entertaining and light-hearted tone in a sector often seen as formulaic. This latest campaign continues that trend, combining surreal humor with high-energy visuals to emphasize the distinctiveness of the PlayOJO experience.
“In a category that often leans heavily on clichés and indistinct messaging, standing out creatively is essential, it's also a key part of our brand strategy,” explained Peter Bennett, CMO at PlayOJO. “Our work with Isobel has helped us build a creative platform that’s bold and memorable, but also consistent with our brand and commercially effective. The ‘It’s Alive’ campaign reflects our commitment to entertaining our players in ways that are as unconventional as they are on-brand.”
The synergy between PlayOJO and Isobel has proven fruitful, crafting a marketing identity that mirrors the fun-first ethos of the platform itself. Through storytelling and bold aesthetics, the campaign taps into the emotions of its target audience while reinforcing the brand’s positioning as a fair, fun alternative in online gaming.
PlayOJO and SkillOnNet: Reinventing Online Gaming
Launched in 2017, PlayOJO quickly gained attention in the UK market by challenging industry norms and offering a gaming experience centered on fairness and player enjoyment. It has since expanded its footprint into multiple international markets including Ontario, Spain, Mexico, Peru, Brazil, Chile, and Buenos Aires, maintaining its reputation as a transparent and player-focused operator.
The technology driving PlayOJO comes from its parent company SkillOnNet, a major player in the global iGaming sector. SkillOnNet powers a variety of well-known European brands such as DrückGlück, GentingCasino, Slingo.com, and BacanaPlay, providing a robust platform that includes more than 6,000 games from major developers like Microgaming, NetEnt, Yggdrasil, Evolution, and Big Time Gaming.
Source:
SkillOnNet, Press Release, July 29, 2025.
Your feedback
Please enter your comment.
Your comment is added.
