PokerStars moves to refresh global appeal with ‘I’M IN’

PokerStars has refreshed its marketing profile under the new ownership of FTSE100 Flutter Entertainment Plc by launching its new global advertising campaign – ‘I’M IN’. 

Promoting PokerStars full product range of online poker, casino and sportsbook, I’M IN, is the first advertising campaign launched by the operator under the creative guidance of new marketing agency Anomaly.

Last summer, the Stars Group announced that it had awarded PokerStars €/$ global multi-million advertising account to New York-based Anomaly following its post Sky Bet merger review of group marketing agency structures. 

A specialist in developing high concept and high engagement campaigns for mass market brands, Anomaly marketing clients include YouTube, Unilever and IKEA.  

 Taking on the PokerStars account, the agency has been tasked with refreshing the operators brand appeal for global audiences.

The I’M IN campaign series sees PokerStars move away from its legacy marketing strategy of utilising global sports stars, poker pros and entertainers as ambassadors promoting its brand.  

PokerStars confirmed that it will release a further I’M IN campaign series, promoting safer gambling.

The restructuring of Stars Group marketing saw PokerStars appoint Martin Nieri as Global Director of Creative Communications last year 

Nieri commented on CampaignLive on the launch of I’M IN: “Our new brand positioning was inspired by the community PokerStars serves, an incredible collection of individuals who seek out fun in the everyday. 

“This campaign holds a mirror up to that while calling out to like-minded individuals to join us on a journey that will both excite and entertain.”

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