CASE STUDY
Partner: 888 holdings
Challenge
How to build a brand in the online casino industry? While real casinos are well established brands, the common wisdom in online casinos is that consumers are looking for the specific game, and the casino house brand is less important.
How we used Brand Kaleidoscope:
We used Brand Kaleidoscope to collect collages from 450 online casino players in the UK on the 10 largest casino companies. The algorithms analyzed the collages and elicited the associations of each brands and their associations relative to each other. The question was - do UK online casinos have individual brand identity? Which of their associations could be leveraged for identity building? What visuals can be used beyond the generic coin/slot machines/casino visuals?
Insights:
01
Online UK casinos share associations of Glass (eyewear, lens etc.), Dining, Alcoholic-drinks, Fire, and Happy Nature.
03
Online casinos share associations with cars, and technology products. This suggests interesting options for potential collaborations.
02
Relative to the category, 888 is strongly associated with Alcoholic drinks, houses, group activity, and bodybuilding. William Hill is uniquely associated with animals, popstyle and celebrities, car, and glamour.
04
While online casino collages are characterized by red and black colors, 888 is associated with green, similar to the color of the logo. This indicates that the logo is memorable and generates differentiation.
Visuals that align with 888 associations
Visuals that align with Virgin Games (a 888 competitor)
