LeoVegas Brings on Johnny Vegas as Brand Ambassador

The Swedish-based gambling operator LeoVegas has signed up British comedian Johnny Vegas to front a new TV advertising campaign aimed at establishing the brand as the ‘king of mobile casino’ in the UK.

Based on the idea that the casino operator has so many games that it needs not one but two brand ambassadors, the advert sees Johnny Vegas and Leo, the LeoVegas mascot, performing various activities in their role as brand ambassadors. But while the lion carries out his duties smoothly and effortlessly, the hapless Vegas struggles to keep up.

Double Brand Ambassadors Advert

The advert refers to Rainbow Riches and Neon Reels, two of the many games available on the site and there's a focus on mobile gaming, with the lion seen playing on his phone while he waits for Vegas before the slogan ‘King of Mobile Casino’ is displayed at the end.

The 90-second advert was devised by London creative agency NOW and was rolled out on ITV and Channel 4 in February. The ‘double brand ambassadors’ theme will also be reflected in other areas of LeoVegas’ marketing and social media activity over the coming months.

The stand-up comedian already features on the LeoVegas.com website, promoting the message of "twice as big, twice as loud, twice as mobile."

"We’re absolutely delighted to have Johnny on board for our marketing campaign and we can’t wait for everyone to see the new TV advert. Johnny’s comedic background adds a different dimension to the marketing campaign and he’ll definitely help us take the gaming scene to another level."

Comedy Value

This is not LeoVegas’ first advertising campaign in the UK. In 2014, the Swedish operator made its first foray onto the nation’s TV screens with a short and simple advert promoting the site’s games and bonuses. Then in 2015, the public was introduced to Leo the lion, the mascot who has since become synonymous with the company’s brand.

Leo has found himself in many different situations in his TV adverts, from dancing with a carcass to having his hair cut. LeoVegas is gaining a reputation for edgy and humorous advertising campaigns as it aims to stand out in a crowded market and establish itself as the leading mobile casino provider in the UK.

Recruiting one of the nation’s best-loved comedic figures will certainly help the mobile-first operator to present a light-hearted and cheeky image and of course the fact that he shares the name Vegas makes it a smart move.

The use of brand ambassadors has become commonplace in the gambling industry in recent years but this has mainly involved bookmakers like Ladbrokes signing up former professionals from the world of sport. There have been few cases of pure casino operators teaming up with high-profile celebrities from the world of entertainment, so LeoVegas is certainly showing that it means business in the UK.

Facts Back Up Talk

When LeoVegas claims to be the ‘king of mobile casino’, it’s not all talk. As its new brand ambassador states at the beginning of the TV advert, LeoVegas has more mobile casino games than anyone else. The award-winning site boasts a portfolio of over 600 games and while many other operators offer a significantly reduced number of titles on their mobile site, LeoVegas makes most of its games available on mobile.

The Swedish operator has also produced some big winners in recent years. In May 2016, a London punter won nearly £3 million on the popular Mega Fortune Dreams slot. Shortly after that, a player from Sweden took home €2.8 million on the Joker Millions game. Visitors to LeoVegas can regularly find some huge jackpots on offer through progressive slots like Mega Moolah and Hall of Gods.

If you want to see what all the fuss is about yourself, then head to LeoVegas.com or download the app on your Android or iPhone device to experience the impressive mobile casino. New players can receive a welcome bonus of up to £1500 plus 120 free spins. While you’re there, you can check out the new LeoVegas Sports offering, where you can bet on football, racing and many other sports markets!