SkillOnNet-powered online casino PlayOJO has ramped up its marketing efforts in Sweden with a deal to sponsor the popular reality TV show Paradise Hotel.

PlayOJO will sponsor all 30 episodes of the Swedish version of the TV show, which will be broadcast on TV3 from this week. The show attracts an audience in excess of 400,000 viewers per episode and has seen ratings increase 33 per cent year-on-year.

In the show, a group of young singles compete to spend the longest amount of time in Paradise Hotel. Each must couple up with a member of the opposite sex or risk being forced to check-out early for another guest to take their place.

“Sweden is one of our core markets, and we wanted to continue to grow our brand presence and trust among consumers,” said Peter Bennett, head of brand marketing at PlayOJO. “Paradise Hotel is watched by our target audience and has incredible brand affinity and loyalty.

“PlayOJO is already a household name in Sweden and this partnership will help cement the brand as the most popular and trusted online casino in the market.”

Mats Nyman, vice president of Free-TV at Nordic Entertainment Group in Sweden, said: “Paradise Hotel is one of our most popular shows and has a really strong fanbase.

“We are very pleased to announce that PlayOJO is the official sponsor this season and our collaboration will also give more value to our viewers.”


GIQ Magazine Digital Edition