Giving Pokerstars their swagger.

A mega Poker brand but with no identity. No attitude. Nothing to express what it stood for, and what the people who loved it stood for. We captued this with “I’m in.” An attitude about embracing uncertainty.

We also wanted to position them as an entertainment brand. It was their bread and butter (in Poker), so everything we did became about them feeling like an entertainment house.

A UFC partnership became and event, where you could win Octagon coins in the game, to open up mega experiences, such as being the boss of UFC for a day.

The brand was able to flex in these different entertainment spaces. Their branding or style wasn’t rigid. It creatively flexed to entertain.

For the brand to feel like an entertainment brand, this flex was important, but also allowed us to tackle local as well as global briefs. So if Brazilian poker was all about competitiveness, that where the brand flexed, making it more entertaining.

And beyond poker, we were able to bring the swagger and epicn scale of “I’m in” to things like Casino. Which in the hands of other brands, can feel a bit Candy Crush, but in the world of “I’m in” it had bags of attitude.