GameCo

Mobilizing Media and Gamers to Build Excitement for Casino Game Launch

LJC partnered with GameCo to launch the first ever video game gambling machine in the world - "Danger Arena" - in the Atlantic City casino market. GameCo wanted to attract the interests of journalists and millennials to act as influential advocates for the company and its new skill-based slot game.

Our Approach

Relying on our relationships with journalists in the gaming, business, and local media, LJC launched the hottest new trend in gaming to hit casino floors. We started by securing a succession of media placements prior to the launch. We reached out to key journalists, through press releases and personal pitches, highlighting that for the first time a casino game was targeting tech savvy millennials. We focused on gaming and business media, positioning GameCo as a newcomer that was bringing much needed innovation to an industry ripe for change. In addition, LJC also coordinated a media event on the first day the games went live on the casino floor and had professional gamers demonstrate how to play Danger Arena. GameCo, Caesars casino executives and local dignitaries were there to officially launch the innovative new game. We also hosted a private party, inviting influencers from our VIP list, as part of our strategy to create excitement about the new game.

The Results

LJC pushed GameCo into the media spotlight for its big debut! With our comprehensive communications plan, we secured coverage that positioned this innovative product as a literal game changer for slot play to attract the new generation of gamers. We not only had every major TV, radio, online and print media outlet in the local Philadelphia and New Jersey markets cover the launch (regional PR in the Atlantic City market is what we were hired to do), but we went beyond and generated coverage by national and international gaming, business and mainstream news outlets.
Here is one sample of the coverage: FOX Business Network with Maria Bartiromo

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