GVC puts the party back into casino with brand relaunch
GVC Holdings has today unveiled the relaunch of its flagship casino brand, PartyCasino. The site, once the world’s largest online casino, is aiming to recapture its crown, with a complete makeover of its brand and product proposition, focused on delivering a straightforward and transparent experience with an emphasis on pure player fun.
The relaunch is being supported by a major new advertising and through-the-line marketing campaign, which offers customers the chance to win an exclusive all-expenses paid party in Ibiza, headlined by international DJ sensation Robin Schulz. Created by the Home agency, the commercial airs for the first time on 12 June and will run on UK terrestrial and satellite channels for three months.
Having acquired the brand in 2016, GVC put new management in place to establish PartyCasino as a standalone brand with its own identity and overhaul every element of its customer offer. This process started with the site’s product line-up, which has been revitalised with the addition of hundreds of games, handpicked from the industry’s leading developers to complement Party’s unique home-grown titles.
Now, every customer touchpoint – from web, to desktop, to mobile – has been redesigned to feature a vibrant new magenta colour scheme, alongside a punchy new logo. More importantly, all areas of the customer journey have been reviewed and improved to create a more straightforward and intuitive experience. This includes a commitment to transparency in all promotional offers, an increased focus on handling customer service enquiries and a reduction in account withdrawal times.
GVC’s Group Head of Casino Brands, Jon Salmon commented:
“With this relaunch our mission has been to revitalise the great PartyCasino brand. Everything from the look and feel, to the player experience has been improved with a focus on creating something unique in the industry – a lifestyle casino brand that our players can live and breathe.
“Our Ibiza party campaign is an important statement of intent on the direction we are going and we have lots more exciting initiatives to come. Let’s get this party started!”