PlayOJO Utilises Well-Loved Masked Singer Characters in Heavyweight Ad Campaign

To coincide with the start of ITV’s hit show 'The Masked Singer UK' on 26th December, PlayOJO the fair online casino, has launched a new 'Masked Singer UK' branded slot and exclusive Bingo Room featuring fan-favourite characters from the first series of the popular prime time show.

The new product launch is part of an exclusive partnership with 'The Masked Singer UK' license holder, Bandicoot, a joint venture with Argonon, and will be supported by a major advertising campaign across national TV and radio. It was created by leading creative agency McCann Demand, focusing on ads for the dedicated bingo room and slot game, which first aired on Boxing Day on ITV at 09:40am. The TV creative for each product is designed to be playful, fun and upbeat, reflecting the brand’s core values, and cleverly utilises a well-loved character from 'The Masked Singer' series showing them backstage enjoying a win whilst playing on a PlayOJO game.

'The Masked Singer UK' Bingo room is exclusive to PlayOJO and will give players the opportunity to play for a daily guaranteed jackpot, which must be won by 11pm every day. There’s also the chance to win free tickets on every game with the unique ‘Guess the winning Mask’ feature. And on the slot players can win cash prizes of up to £200,000 by unmasking their favourite Masked Singer characters.

Peter Bennett, head of marketing at PlayOJO, said: “'The Masked Singer' is a global phenomenon and was a huge hit in the UK last year, so we are thrilled to announce the launch of our exclusive Masked Singer Bingo room on the PlayOJO Bingo platform and our slot and scratchcard Masked Singer products. This is a great brand match for PlayOJO and we really feel the creative perfectly combines our brand values with the light-hearted entertainment that 'The Masked Singer UK' show embodies.”

Chris Falconer, managing director at McCann, said: “'The Masked Singer' partnership with PlayOJO has been a great opportunity for us to merge PlayOJOs brand values with the iconic characters from the show, to generate a really unique creative platform. It’s been great to have access to the show’s assets and be able to use the Chameleon character to front the bingo ad and Pharaoh for casino, and to carry those characters across both TV and radio.”

A Bandicoot spokesperson said: “We’re pleased to confirm PlayOJO as product licensing partners when this magical, madcap and monster hit entertainment show returns for a second series of TV’s greatest guessing game on Boxing Day.”