Case Study : LadyLuck’s Mobile Casino

Background

LadyLuck's is the flagship brand of the UK's biggest mobile casino operator, Probability Plc. In late 2009 a new MD was appointed who immediately recognised that the brand was looking tired and the website needed urgent redevelopment.

Brief

Yellow was asked to initially redevelop the brand (and positioning) then follow that with a new website. Both were developed alongside each another to achieve a good dovetail. The brand needed to communicate to men and women in a wide demographic and age range, it also needed to educate the audience on mobile gaming and clearly separate itself from the competition.

Response

The brand is red, white and blue to support the positioning line of "Britain's Favourite Mobile Casino", (a fact) and is fun, light and friendly. The website is presently being redeveloped, the current site has served for two years. It works on two levels, firstly by proving LadyLuck's offering through communication of games, promos and other compelling information and secondly by acquiring new players. We also produce web and mobile display advertising, mobile microsites, offline advertising, landing pages, direct mail and more for LadyLuck's.

Results

With our creative and technical support Probability as a company saw net gaming revenues climb 14% in 2011. LadyLuck's saw big increases in player acquisition which contributed to a 14% rise in net gaming revenues on 2010's figures (£4.72m to £5.37m).

Probability gained 175,000 new mobile customer registrations in the year while spend per player increased with average deposits per depositor 54% higher than in the year to March 2010.

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