Of all the entries for marketing campaign of the year, LeoVegas' partnership with Swedish search engine Hitta.se stood out from the rest.
Working with a search engine is a particularly effective way to get its brand in front of customers, but rather than simply putting a banner ad on the Hitta homepage it has been a little cleverer.
When a search with no results is made, customers are shown a humorous LeoVegas ad. When they use its map search feature, any sporting venue is marked with a LeoVegas logo. If a sporting event is taking place at any of these venues, live odds from LeoVegas Sport are displayed.
What makes this partnership so effective is that LeoVegas is integrating its branding into an everyday tool. It’s an excellent example of creative brand-building, without being too intrusive.
After a year in which gambling advertising has come in for increased scrutiny, LeoVegas has shown it is possible to innovate in how operators promote their services.
This new approach to advertising partnerships is deserving of the marketing campaign prize.
HIGHLY COMMENDED: 888SPORT
GIA 2018 Winners:
Sports betting operator of the year - Sky Betting & Gaming
Poker operator of the year - PokerStars
Bingo operator of the year - Stride Gaming
Casino operator of the year - PokerStars Casino
Social casino operator of the year - Aristocrat Leisure
Lottery operator of the year - La Française des Jeux
One to watch – operator award - VideoSlots
Operator innovation award - The Stars Group - Stars Rewards
eSports operator of the year - Pinnacle
Social casino supplier of the year - Scientific Games
Sports betting supplier of the year - SBTech
Poker supplier of the year - Playtech
Bingo supplier of the year - Playtech
Marketing solutions provider of the year - Beehive
Casino supplier of the year - NetEnt
Game of the year - Playtech - Age of the Gods
Supplier innovation award - Scientific Games OneVoice
Lottery supplier of the year - Scientific Games
One to watch – supplier award - Red Tiger Gaming
eSports supplier of the year - Betgenius
Responsible gambling operator of the year - NO ONE