FanDuel Group has chosen Mischief @ No Fixed Address as its creative agency of record for its online casino business. Mischief is poised to help the company capture broader audiences as the brand’s casino side gears up for future expansion as states legalize their markets.
The move comes as the US online casino industry “is poised for expansion and FanDuel bets big on its treasure chest of games across roulette, blackjack, slots and live tables,” a press statement claims.
Mischief is now responsible for creative duties pertaining to FanDuel Casino. It is challenged with cementing FanDuel Casino as the online gaming/casino destination of choice, the company explained. A debut campaign is set to launch later this year.
"We're entering uncharted territory as more and more states begin to welcome online casinos,” Daniele Phillips, VP of Casino Brand Strategy at FanDuel Group. “And as FanDuel Casino introduces and acquaints itself to people across North America, we want to do it in an unexpected way that is so distant from category conventions.”
“This is a sector ripe for disruption. So, it's only fitting that our agency partner specializes in blowing stuff up,” further noted Phillips. “Mischief is the leader of disruption and strategically powerful ideas which have proven to move business time and time again. We can't wait to make an impact together."
Unlike its sportsbook offering, FanDuel’s casino platform appeals to broader audiences, most notably women, where usage is 50/50 with male counterparts. This offers the casino platform enormous growth potential, the company claims, and gives Mischief ground to create new ways to attract customers and unlock cross-sell opportunities into other areas of the business.
Greg Hahn, Co-Founder and CCO at Mischief, added: "We're looking forward to creating an unmistakable edge for FanDuel Casino. The FanDuel team are our kind of people: savvy, strategic, and up for rocking the boat. We're really excited to be partnering."
The FanDuel online casino platform, which is currently legal in four states, is labeled by the company as “critically important to long-term growth given the broader size of the addressable market and the numerous new states considering legalization.” FanDuel Casino is available on iOS, Android, and web in New Jersey, Pennsylvania, Michigan, and West Virginia.