Thursday February 28,2013 : CAESARS ONLINE POKER ADVERTISING ACCOUNT AWARDED
Independent agency Zambezi gets the business as Caesars Interactive prepares for the Nevada advent of online poker
The marketing publication Adage reports that Caesars Interactive Entertainment, clearly gearing up for real money online poker action in Nevada, has awarded its creative advertising account to LA-based independent agency Zambezi.
CIE has tasked the agency with preparing a campaign for its World Series of Poker branded online poker site, which is set to go live this summer for real money play for Nevada residents and visitors.
Consulting and research experts H2 Gambling Capital has predicted that the internet-gaming sector could spend up to $4 billion on marketing in the next five years.
Michael Staskin, VP-marketing for Caesars Interactive, told Ad Age that legalization developments in Delaware, New Jersey and Nevada could lead to the domino-like effect of other states entering the online gambling sector.
"We anticipate that other states will fall like dominos and we will be prepared to be in all of those states when it happens," he said.
Asked if Zambezi would pick up that potential work, he said, "I'm the kind of guy that likes to take the girl home that I brought to the dance.
"Assuming that we are successful [in Nevada], we will be successful everywhere."
Staskin said that geo-location requirements may include players having to respond to a text message on their cell phones.
The Zambezi campaign will embrace TV, out-of-home, radio, events and digital components, and a strong off-line component designed to pull in Nevada punters.
"The footprint is also likely to extend regionally, potentially including billboards in California, for instance. And the marketer will surely take advantage of the World Series of Poker event broadcast annually by ESPN," Adage reports.
The target demographic for the online site is males aged 21 to 49.
Staskin revealed that Zambezi, which was founded in 2006 and has a workforce of 70 people, won the CIE account in a competitive pitch with several other agencies