PokerStars is backing the growth of its online casino in the UK with the launch of its first TV ad campaign for the vertical.

The debut ad features digital graphics showcasing popular PokerStars Casino games such as slots, blackjack and roulette, aiming to reach a mainstream audience for the first time.

The operator said that the ad reflects the casino’s “unique look and feel, whilst staying faithful to the heritage of the PokerStars brand”.

The ad campaign aims to grow the number of new players outside of the existing PokerStars cumulative customer base of more than 105m player by reaching out to a wider mainstream market.

“In just two years, PokerStars Casino has grown immensely; we are already one of the world’s leading online casinos,” said Sam Hobcraft, director of casino for PokerStars owner Amaya. “PokerStars Casino is currently a well-kept secret for poker players, who love to play casino, and we now feel it is the right time to share our unique product and customer experience with a wider audience.

“We are extremely proud of our TV advert and are looking forward to our big UK launch.”

While Amaya’s top priority this year has been to grow its leading poker offering, its second priority was to become a leader in the online casino sector, which it has done so far with almost no external marketing or any VIP program.

In Q3 the number of quarterly active users playing casino increased 40 per cent year-on-year to 486,000, driven by organic growth from an increase of cross-sell to eligible poker players and expansion into new jurisdictions.

So far this year the operator has added 70 new slot games from tier one content providers such as Playtech, NYX Gaming and edict, among others. It has also started to roll out its standalone mobile app and expanded the number of jurisdictions where casino is offered.

PokerStars plans to continue improving the casino offering through the roll out of more slots titles, branded games and progressive jackpots, as well as the launch of a new casino VIP programme, among other steps. The company added that it will implement strategic growth plans in various other countries as the full casino offering becomes more widely available.

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