The TV commercial which premiered on October 5, 2015. Genting Alderney revealed that the spot is entitled ‘The Player’ and features a fictional character called Charlie roaming through the streets of Kuala Lumpur. The capital of Malaysia is where Genting was founded 50 years ago. The city landscape and popular casino images have been interspersed aiming to convince viewers that Genting Alderney’s online casino offering provides atmosphere really close to the one at brick-and-mortar casinos.

The multi-million-pound marketing campaign was based on a comprehensive study of both online gambling customers and ones that frequent land-based casinos. The results from the study showed that players were not particularly content with the way existing TV commercials represent the actual “motivations and attitudes of the serious casino player.”Genting Alderney said that it wanted to pay due attention to that market gap and that this could be achieved only by presenting customers with integrated land-based and online casino product offering.

Nate Camponi directed the 30-second spot. The director is known for his work with Nike, Jack Daniels, and other popular brands. Commenting on this latest advertisement, he said that they wanted to “shoot something truly standout and completely striking.”

He also explained that the short film aimed at presenting the way casino players feel, their attitudes, the risks they take, the challenges they come across. Mr. Camponi said that their main goal was to represent the true face of the casino world “with its mixture of entertainment, risk, and reward.”

Peter Nolan, Managing Director of Genting Casino(http://www.gentingcasino.com), the online casino brand operated by Genting Alderney, said that being one of the leading land-based casino companies, Genting has extensive knowledge of players and their attitudes. Mr. Nolan said that their gambling customers are knowledgeable and well-informed people and the advertisement’s main character – Charlie – is the company’s portrayal of its players.
The executive also pointed out that their latest marketing campaign is only the beginning of a number of upcoming developments that would aim at ensuring that Genting’s online product offering is “best in class.”

Jane Rabet
http://www.gentingcasino.com
[email protected]
Guernsey
United Kingdom