Michael Peters rebrands gambling websites

Michael Peters & Partners has rebranded gambling website Intercasino and its sub-brand Interpoker to give the sites a ‘boutique’ feel.

The consultancy worked with Intercasino, which claims to be the world’s first online casino, to develop the brand strategy as a way of differentiating it within the market.

‘There is no longer a place for bland “me too” operators,’ says consultancy founder Michael Peters, who describes the new black-and-white  branding as ‘sophisticated, contemporary, sharp and individual’ and the typeface as ‘distinctive and smart’.

Intercasino global marketing vice-president Alexandra Gal adds, ‘Online gamblers have so much choice but so many sites offer a very similar experience.’ She describes the new branding as, ‘being rooted in the idea of boutique, in the hotel sense of the word’, which she hopes will ‘provide us with a real strategic advantage as we prepare to penetrate new markets in the future’.

The new logos are appearing in a national TV, print and online marketing campaign, as well as on the websites.

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  • Stuart Bloomfield November 30, -0001 at 12:00 am

    As a designer within the casino industry I am a little puzzled by the phrase ’being rooted in the idea of boutique, in the hotel sense of the word.’ What does this mean? Maybe it means… We ignored your brief and produced an identity for a credit card company instead?? Seems if you throw the word Boutique about you can charge an extra 10K for a rather average job.

  • Jon November 30, -0001 at 12:00 am

    I think it means trying to make up a USP somehow, just so that they charge an extra 10K for a average job.

  • Felix Felix November 30, -0001 at 12:00 am

    I don’t think this new logo has a boutique feel at all. Seems stern, corporate, global and very Manhattan financial. Credit Card company…yeah that too.

  • Alfred Smirch November 30, -0001 at 12:00 am

    I agree. I have worked with many casino sites in the past and I can guarantee that this solution will not work. The messaging is so lost and the old adage ‘if ain’t broken don’t fix it’ comes to mind. It’s more B2B than B2C. They’ll learn this over the coming months when their conversions take a nose-dive. A big mistake and terrible tatty execution. I hope they didn’t pay too much for it.

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