Mr Vegas Grows Casino Audience Through Darts Sponsorship

Mr Vegas, part of Immense Group, has been the main sponsor of the Grand Slam of Darts tournament for the past four years. The brand's jingle is considered one of the most recognisable sounds of the tournament, ranking second only to the sound that follows the song Chase the Sun. Darts, the second most-watched sport on Sky Sports, is an important space for brands looking to attract new customers.

Immense Group Marketing Director Marco Trucco told SBC News about the company's darts strategy. Trucco said the company entered the sport before the Luke Littler effect, when darts was seen as a small sport, suffered from a reputation problem and had an ageing audience. He said most rival sponsors use darts to promote sports betting, while few brands reach fans with a casino-focused offer.

Mr Vegas featured Luke Humphries in a television advert broadcast in the UK and also took on the Nordic Darts Masters sponsorship. According to a survey conducted by the PDC after its two-year sponsorship, Mr Vegas became the second most recognised gaming brand among darts fans. Trucco said the company prefers to highlight its casino side and is promoting the Mr Vegas Jackpot product.

The company plans to apply the same model in another country where darts is growing rapidly. Planned steps include a brand ambassador agreement with a player and becoming the main sponsor of all events of a national darts federation.

Tax burdens in the sector are also adding pressure. The Remote Gaming Duty rose from 21% to 40% this April, and the General Betting Duty will increase from 15% to 25% next April. Operators are cutting marketing budgets, and many sports and betting sponsorships have been cancelled. Despite this, Mr Vegas is continuing its Grand Slam of Darts sponsorship while competing with major rivals such as Entain, Flutter Entertainment and bet365.