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Make Every Moment Matter World Cup Campaign
Wednesday June 4,2014 : WILLIAM HILL UNVEILS NEW MARKETING CAMPAIGN
New positioning aimed at making William Hill stand out ahead of World Cup 2014
William Hill has kicked off a new campaign prior to the start of the Brazil World Cup 2014 carrying the strapline Make Every Moment Matter.
The campaign was created by Creature of London and filmed by Caviar in the Czech Republic and looks to enter "the mind's eye of the football-betting fans along with instilling the message of putting the punter first”, said Campaign Live.
The 30-second ad will air today (Wednesday) during the pre-World Cup friendly between England and Ecuador on ITV. It reminds viewers that betting options exist not just on the final result but during in-play too.
Another two television ads have been developed, one of which will air during the World Cup and the other at the beginning of the English football season in August.
The television ads will be supported by print and online display ads as well as Facebook, Twitter and YouTube messages.
Alex O'Shaughnessy, director of marketing for William Hill Online, said: "We worked with Creature at every stage and we had input into the creative work. We saw Creature as partners in the creation of this ad."
The campaign is a key block in achieving William Hill's revenue target of GBP 200 million during the FIFA World Cup tournament, double its target of GBP 100 million set during the last World Cup in 2010.
“We are focusing a lot of our communications now specifically around our customers – talking much more distinctly about product benefits, but doing it in a way that can occupy much more of an emotional space, while historically we have been very rational and serious," O"Shaughnessy told The Drum.
“As we look at the emergence of social media in particular – we are moving into a sphere now where we have to be more invitational than directional.
“We operate in a very competitive market, particularly online with the emergence of mobile, and must work harder to ensure we are creating an experience that our customers enjoy and through that enjoyment we can retain as many of them as possible.”
Danske Spil Bingo Moves to Microgaming -
The national lottery of Denmark, Danske Spil, is live on the Microgaming Bingo Network. Danske Spil, the Danish national lottery, is live on the Microgaming Bingo Network following a change to its licence conditions.
Quickfire live on Strendus -
Quickfire powered by Microgaming is extending its reach in the LatAm region with the signing of Strendus. Strendus is the online division of Logrand Entertainment Group. The group comprises several companies that operate gaming and entertainment establishments in Mexico, running 14 land-based casinos in total.
Quickfire content live on BetatHome -
Online gaming and sports betting company bet-at-home was founded in 1999. Today the company has 4.8 million registered customers around the world, offering sports betting, casino, live casino, Vegas games, poker and virtual sports.
Microgaming has donated £30,000 between four charities -
Gift of Giving provides Microgamingís customers the opportunity to vote for one of several charities in their region. In lieu of Christmas gifts, £30,000 is split equally between four global regions: Isle of Man, UK and Europe, Africa, and Rest of the World.
Entertainment Betting Odds: 90th Academy Awards -
The Shape of Water leads Sundayís 90th Academy Awards (8 PM ET, ABC) with 13 Oscar nominations, but when it comes to Best Picture, this highly-acclaimed film is a +140 second-favorite behind Three Billboards Outside Ebbing, Missouri at Ė115.
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