Online gambling operator Unibet announced today that it is to launch an overhauled version of its online gaming brand Maria later this month. The company said that the overhaul would include a fully responsive front-end site as well as a new brand tonality. Thus, the it would be diversified in a bid to become more appealing to both female and male gambling customers.
Unibet purchased Maria Holdings Ltd. back in 2007 for the amount of £54 million. It will now be rebranded as Maria Casino in all the markets it operates by mid-February. The launch is to take place in three phases. The overhauled website went live on February 8 in Estonia. It is to be launched in the UK on February 15 and will go live in Denmark, Finland, the Netherlands, Norway, and Sweden a day later.
What is more, it will shift its offering from online bingo to casino games as the latter have proved to be more popular among gambling customers. Thus, the brand will be able to target both male and female players.
The online casino games will be offered across all available channels. The Maria Casino website will have its logo and branding revamped. New personalization features and dashboard will also be introduced. Dersim Sylwan, Head of Marketing for Maria, explained that although the website will always be one “with a feminine touch,” they are now aiming at expanding their customer base so that it include both male and female gambling customers.
As for the shift from bingo to casino, the executive noted that they will now have to update the brand in a manner that reflects that shift as well Maria’s customer demographics. Bingo will keep on being an important part of the brand’s product offering, with the latest bingo client launched back in 2015 showing more than excellent results.
Following its revamp and rebranding, Maria Casino will also have a new brand character that is expected to engage existing customers more deeply in what the website is offering and would provide grater loyalty from them.
An exciting marketing campaign will mark the rebranding and revamp. It will be distributed across all channels so that both existing and potential new players will be reached and introduced to the new brand character and the revamped website. TV ads will run in the company’s core markets, other related content will also be spread across different channels, with radio, print, and mobile being among those. A social media campaign will be launched to inform players about the upcoming changes.
