Emily Atack joins Boyle Casino as relaunch campaign expands across UK and Ireland

Emily Atack has been named the new brand ambassador for Boyle Casino, becoming the face of the company’s latest marketing push as the operator continues its expansion following a platform relaunch earlier this year.

The actress and presenter, known for her roles in The Inbetweeners and Rivals, will feature across television, digital, outdoor and social channels in a new campaign unveiled today. The creative, developed with Beyond and the Story Club, places Atack inside a designed virtual environment that mirrors the extensive range of games on the Boyle Casino platform. The campaign concludes with the reveal of the company’s updated identity, “Serious About Play.”

The partnership follows Boyle Sports’ relaunch of the Boyle Casino site in September, which introduced a larger selection of online casino titles for customers in the UK and Ireland. The upgraded platform offers quicker loading speeds, personalised game recommendations and new content hubs designed to streamline player navigation. It also includes exclusive sections dedicated to Boyle Casino content and an expanded jackpot component.

Atack’s appointment comes during a busy period for the brand. On December 2, Boyle Casino will partner with JOE for a live pub quiz event at the Islington Assembly Hall in London, featuring rounds focused on internet culture, entertainment and British trivia. Prizes will include tickets linked to Boyle Sports’ partnerships with West Ham United and the London Lions.

Gill Blake-Swift, Director of Brand for Boyle Sports, said: “Emily is such a natural fit for BOYLE Casino - she's fun, relatable and brings an energy that really mirrors where we're taking the brand. Innovation lies at the heart of our casino offering and her personality taps perfectly into that momentum, so bringing Emily on board feels like another major step forward."

Atack said she was pleased to take on the role, adding: “I'm chuffed to be joining the BOYLE Casino team and being part of its journey - we've already had a lot of fun!”