Costa Bingo, one of the biggest gambling websites in the UK dealing with online bingo, is said to have approached ad agencies to handle their estimated £1.5 million advertising account. The announcement comes right on the heels of Jackpotjoy Bingo’s announcement that they have hired Isobel to handle their £5 million ad account, thought to be the biggest spending account in the online bingo industry.
The scope of the job would include creating brand work and increase the presence of Costa Bingo in a very crowded bingo industry, especially amid increasing competition from new bingo sites as well as sister site X Bingo. Back in November 2011, it was reported that X Bingo, at the time only a 6 month old website, managed to overtake Costa Bingo in terms of active players. Both sites are owned by the Mandalay Media Group, operating out of the Isle of Man, which was co-founded by Alex Holt and Richard Skelhorn.
Costa Bingo had previously worked with the London based agency of VCCP on a per project basis to produce two TV ads, the ‘Free Bingo’ commercial that was launched back in 2010 and the ‘Release those Balls’ advert that was done in April of 2011 while both commercials were produced by Dept.A. At the moment, all advertising and marketing duties are handled in-house, while Costa Bingo spends its media budget on television advertising. OMD, which currently handles the media account for the brand, is not thought to be affected by the review.
It has been a very busy few months for media agencies in the UK, as more and more bingo brands are looking for new but creative ways to attract the attention of current or potential bingo players in a very competitive landscape. In addition to Jackpotjoy Bingo partnering with Isobel, Virgin Bingo announced last week that it has handed its own £500,000 media account to ABF Pictures after a pitch.