Sky Vegas has moved to the new brand platform of ‘Primetime Play’, reconnecting the online casino with the entertainment heritage of Sky UK.
The move sees Sky Vegas unveil a refreshed brand identity that will position the online gaming brand more closely alongside Sky’s wider entertainment portfolio, spanning television, sport, news and digital entertainment.
Developed in partnership with Dentsu Creative UK, Primetime Play will refresh Sky Vegas’ advertising, customer communications and player experience. It builds on the brand’s existing ‘Big Entertainment in Small Moments’ proposition by bringing greater scale and spectacle to everyday moments of play.
For Sky Betting & Gaming, the aim is to establish Sky Vegas as the gaming-led entertainment vehicle of the Sky brand, drawing on the broadcaster’s established association with premium content and major cultural moments.
The launch introduces a new visual world for Sky Vegas that can extend beyond advertising into its website, app, products and customer propositions. Refreshed website and app experiences will accompany the campaign, with further developments planned through 2027 and beyond.
Sam Behar, Marketing Director at Sky Gaming, commented: “Primetime Play is a significant new chapter for Sky Vegas and the result of a clear ambition to bring the brand closer to Sky’s entertainment heritage.
“We wanted to create a brand world that feels distinctive, entertaining and unmistakably Sky Vegas, while giving us a platform that can evolve across the customer experience. The launch marks the start of that journey, with Primetime Play giving us the platform to keep raising the bar across every part of the brand.”
Its Primetime!
Actor Kaya Scodelario, fresh from filming the second season of Netflix’s The Gentlemen, fronts the first campaign under the new platform.
The dedicated campaign will run across TV, video-on-demand, social media, radio, digital audio, sponsorship idents, display advertising, CRM and Sky Vegas-owned channels.
Its national out-of-home activation includes a two-week takeover of London’s Waterloo Gallery. Sky Vegas will use 16 traditional poster, digital-out-of-home, 2D and 3D sites to promote Primetime Play and the message: “The UK’s No.1 Online Casino.”
Claire Hamilton, Head of Brand & Content at Sky Gaming, said: “Primetime Play marks an exciting new chapter for Sky Vegas, bringing together the very best of Sky’s entertainment heritage with the moments in which our customers choose to play.
“We’ve created a distinctive long-term platform that gives Sky Vegas a new way to show up in culture and connect with customers. Primetime is the standard we want to set for the experience we deliver, raising the bar across every part of the customer journey and reinforcing our position as the UK’s No.1 Online Casino.
“This launch is just the beginning, with Primetime Play set to shape how we build the brand across communications, product and proposition well into the future.”
All brand refresh
Sky Vegas becomes the latest Sky Betting & Gaming brand to receive a dedicated creative refresh as the Flutter Entertainment-owned division updates the positioning of its UK portfolio.
The overhaul follows new campaigns for Sky Bet, including the bookmaker’s football-led creative platforms designed to reinforce its position as the home of sports fandom. Further activity is expected around ITV7, Sky Betting & Gaming’s free-to-play racing product developed with ITV.
Dentsu Creative has designed Primetime Play as a flexible platform capable of supporting communications, product development and customer engagement over several years.
Olly Wood, Executive Creative Director at Dentsu Creative UK, said: “Sky has entertainment in its DNA and for Sky Vegas, there was a brilliant opportunity to take that epic scale, spectacle and showmanship and have some fun with it.
“Primetime Play is a big juicy creative platform that can stretch across comms, product and customer experience, while shaping how Sky Vegas looks, feels and behaves. The launch is big, cinematic and just the right side of ridiculous, with Kaya coolly holding court as volcanoes erupt and a cheeky giant kraken emerges from the deep.
“And we’ve only just begun, there’s plenty more to play for. This platform has the strength to keep getting bigger, stranger and more entertaining for years to come.”