US poker firm calls pitch for UK debut

The US online gaming provider Ultimate Poker is holding a pitch for an £8 million integrated ad account as it prepares to launch into the UK when gaming rules are relaxed next year.

The company is using the AAR to help it appoint a creative, direct marketing, media and PR agency. It intends its UK debut to coincide with a shake-up of gambling laws that is expected to pave the way for an influx of US casino owners and gambling outlets.

Tessa Jowell, the Culture Secretary, has defended the plans to liberalise Britain's gaming laws, which could see casinos open 24 hours a day and able to run advertising for the first time.

Gambling in the UK is currently worth more than £60 billion each year.

The brief for the pitch is to devise a through-the-line brand campaign to raise awareness of the services offered by UltimatePoker. Ultimatebet. com, its website, offers online tournaments including poker and seven-card stud, along with tips from professionals and chat rooms. It has operated in the US since 2000.

In the UK, Ultimate Poker will compete against 888 and ParadisePoker, with advertising fronted by the model Caprice, in a rapidly expanding market. As part of the gaming bill, websites operating from within the UK could be forced to impose compulsory age checks.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content