BOYLE Casino appointed actress and TV presenter Emily Atack as its new brand ambassador to create a new focus for the company. Launched throughout the UK and Ireland, the partnership backed a brand message called "Serious About Play," aimed at drawing attention to entertainment while ensuring play was responsible.
Emily Atack was the focal point of a major social media campaign launch. BOYLE Casino used this strategy to establish connections with players through a public figure whom they already trusted. The brand stated that the aim was to present casino gaming as a type of entertainment while yet urging players to stay in charge.
The creative campaign was developed with Beyond and The Story Club. In the main advert, Emily Atack appeared in a bright virtual world filled with different game settings. As she moved through the space, her voice guided viewers across the many games offered by BOYLE Casino. The advert closed by revealing the platform’s updated look and its “Serious About Play” message.
Boylesports proceeded with the campaign after they had officially launched the updated casino platform, which they had developed earlier in the year. The relaunch also helped BOYLE Casino reach more players by improving overall performance. According to Boylesports, the changes were designed to make the platform easier to use with a broader range of casino games.
The new platform enabled BOYLE Casino players to use personal game recommendations and access jackpot areas and exclusive content sections, which were specifically designed for them. These were part of a wider plan by Boylesports to strengthen its digital casino offering in a competitive market. The company based its improvements on testing and user feedback.
The partnership also extended beyond online promotion. The live pub quiz event took place in London during the launch week of BOYLE Casino. The event delivered entertainment through its three main themes of pop culture, general knowledge, and entertainment. Winners received prizes linked to sports and entertainment partners connected to Boylesports, helping bring the brand into a live setting.
Brand leaders explained that the choice of ambassador matched the direction of the company. A senior brand director at Boylesports said Emily Atack reflected the relaxed and open tone the casino wanted to present. The company announced that its upcoming campaigns and platform enhancements will rely on two factors, which include innovative approaches and understandable communication methods.
Emily Atack expressed her excitement about working with the partnership because she found joy in her campaign work. She said that the project provided her with creative fulfillment because the playful elements of the project made her work responsibilities feel authentic. The organization expected her to take part in upcoming campaigns as well as public events.
Alongside marketing efforts, player safety remained a key focus. BOYLE Casino provided users with effective tools that enabled them to control their spending and establish spending limits while monitoring their financial activities. Designed to help gamers identify their gaming habits and determine when to stop, the system will support them. The company said responsible play remained central to every update.
As competition in online gaming continued to grow, the brand said the new campaign showed its balanced approach. Through Emily Atack, improved technology, and updated content, BOYLE Casino aimed to increase awareness while keeping trust and safety at the center of its plans for the future.
