Gala Casino rebrand backed with 66% marketing budget rise
Investment into site rebranding and marketing scheme hails new era for Ladbrokes Coral-owned site
Gala Casino has increased its full-year marketing budget by two-thirds, EGR Intel has learned, as it looks to adopt a more customer-centric approach aligned with its recent rebrand and ‘Win What You Want’ marketing initiative.
Speaking to EGR Intel, Gala’s head of casino, Richard Leask, said the brand had benefitted from additional investment following parent company Gala Coral’s merger with Ladbrokes last year.
Leask admitted the Gala Casino product hadn’t been up to scratch until its recent relaunch but since then had increased its marketing budget by 66% having received the backing of the new management team.
“We now believe, with our brand position and ‘what you want’ strategy that we actually have a product that’s worth investment,” Leask said.
“The exec team and the board have seen that it was an opportunity for growth for Gala Casino,” he added.
Part of the additional investment has been given to a new TV advert, with a campaign having been run throughout January and refreshed again this month.
Gala Casino recorded an 8% jump in revenues in Q4 2016, but despite a rise in revenue, the casino brand still only makes up a small percentage of Gala-branded revenues.
Gala Bingo, which is the biggest revenue generator, recently launched a new Gala-branded slots product it claimed would offer customers greater freedom to personalise their online experience.