MrQ has unveiled a brand relaunch in a bid to differentiate its igaming offering from what the company suggests is a “homogenised and uninspired” casino market and “a sea of sameness”.

The new brand slogan, ‘The Casino You Love to Hate’, forms part of a new above-the-line marketing campaign in the UK, including post-watershed TV spots promoting MrQ’s casino product.

The ad is scheduled to make its TV debut after 9pm tonight, 27October.

There is also new radio, social media and Spotify advertising, as well as out-of-home placements, as part of efforts to amplify the casino and bingo’s brand and its refresh. 

The feeling among the leadership team at MrQ, which is owned by Lindar Media and built on proprietary tech, was that the existing tone of voice had become inconsistent and needed “tightening up”.

What’s more, it was deemed the brand palate featured too many colours, so it should settle instead on main blue Mr Q logo with its “bold typography”.

“It was about tightening it up and creating a set of ownable, distinct and consistent assets – and tightening up the tone of voice,” CMO Adam Ryan told EGR.

“We’re going after these [operators with] clunky tech, lazy promos and copycat brands. That’s what we’re challenging. The brand relaunch is about doubling down on what works.”

Despite the changes, management insisted the operator retains its unique style of being honest and upfront with players, including “no waffle promotions” and all winnings paid in cash.

The ‘you win some, you lose some’ TV ads, first launched in 2022, were about reinforcing that transparency.

In an interview with EGR in the summer, founder and CEO Savvas Fellas, said: “You’re going to lose, but the process of wager and win, wager and lose, we want to be super honest – no one was doing that.”

Fellas also revealed in the interview that internal analysis suggested MrQ’s UK market share to be “hovering around 2%” at the time.

MrQ has a front-of-shirt sponsorship deal with Championship club Watford FC and has, in the past, sponsored high-profile snooker events, though there are no immediate plans to bolt on a sportsbook.

Lindar Media, which in the summer moved into a new multi-million-pound office space in St Albans, recently reported turnover of £96.9m for the 15 months ending 31 December 2024.

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