TV advertising can still be a strong promotional avenue for an iGaming operator’s marketing, despite the rise of social media and short-form content.
Speaking to iGaming Expert, Immense Group’s Chief Marketing Officer Marco Trucco provided insights into Mr Vegas’ recent sponsorship renewal of ITV’s Big Brother reality TV show.
TV advertising can still be impactful, according to Trucco, who also explained how it has evolved in the new digital age of short-form content and second-screen watching through smartphones.
Trucco commented: “TV has gone from being the whole campaign to being the centre of gravity for a wider media strategy. It still generates fame and recognition at a scale and cost that digital channels struggle to match.
“What has changed is everything around the broadcast. A sizeable share of viewing is now on BVOD, while programmes generate clips, memes, commentary and social content throughout their run. Linear ratings may be declining, but successful TV content has a bigger halo.
“TV also remains the source of a huge amount of high-quality content consumed online. Then you have creators, influencers and content made specifically for individual platforms. That ecosystem can be effective, but it is fragmented and can become very expensive when you look at the actual reach among adults aged 35+.
“If you sell watches or make-up, key influencers may be essential to reaching your customers. For casino, it’s cheaper to buy your attention on generic mass entertainment.”
“Linear ratings may be declining, but successful TV content has a bigger halo.”
Immense Group’s Chief Marketing Officer Marco Trucco
Renewal of the partnership with Big Brother appears to have been a no-brainer for Mr Vegas, with Trucco describing it as a ‘natural fit’ in large part because of the attention the campaign was receiving from viewers previously across social media.
Trucco said: “The first year with Big Brother UK was a big success. Mr Vegas ads became part of the conversation around the show. There were memes, Reddit threads, people who loved the character in our commercials and others who found him annoying. Both are compliments. The worst outcome for an entertainment brand is indifference.
“This year we’re doubling down on that “love it or hate it” factor. Our sponsorship idents introduce Mr Vegas with “Guess who’s back?” We expect laughs and eye rolls. The Mr Vegas jingle remains the hook, repeated throughout the series.
“We also sponsor the voting platform, which saw 6.5 million votes cast during the 2025 season. It gives us a presence in one of the defining parts of Big Brother: the audience deciding what happens next.”
Elsewhere in the interview, Trucco spoke about the biggest changes in creative when it comes to TV advertising, as well as where the Big Brother deal sits in its wider sponsorship portfolio.
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