LeoVegas Launches LeoUniverse - A Global Marketing Campaign

LeoVegas has launched a new campaign concept introducing “Leo” as the company’s Chief Entertainment Officer.

For the first time, LeoVegas has launched a global marketing campaign with a new commercial concept. With it, the company aims to create unified communication, consistent across all markets. Taking place at LeoVegas’ fictitious headquarters in the LeoUniverse, the new branded marketing concept was rolled out with localised adaptations in Spain, Denmark, Sweden and Canada during the first quarter of 2021.

Tied to the rebrand, LeoVegas has launched a global marketing campaign. The company has introduced a completely new commercial concept; LeoUniverse, where the company’s fictitious Chief Entertainment Officer, Leo, works at the company's headquarters. With a heavy sprinkle of humour and sheer comparison to everyday life, LeoVegas creates a commercial series that combines laughter and entertainment in a high quality production. With this new concept, the company’s marketing communications will be unified across all markets whilst also being adapted to fit the local needs and regulations of each market.

"Offering the best customer experience starts with our marketing. With this new concept we invite our customers to a completely new ’LeoUniverse’, a world filled with entertainment, excitement and humour. We will get to know several new characters but also meet familiar faces from our most popular games", explained Sarah Krusell, Marketing Director at LeoVegas.

"Our industry has historically not maintained a high enough level when it comes to advertising and marketing. Instead of being the loudest we hope to now be able to introduce a concept that people actually appreciate and find entertaining. With more relevant content, we can responsibly build an entertaining brand", Krusell added.

The concept is currently being used in a number of markets, channels and media formats and will continue to position LeoVegas as a responsible brand that offers entertainment and excitement in a safe environment.

The LeoUniverse concept has been developed and produced together with the award-winning Copenhagen based advertising agency; Uncle Grey. The campaign was initially broadcast on TV in Denmark on 15/2 and Sweden on 20/2 and followed by digital campaigns across a variety of channels.