Casino.org

Slot Tournament Campaign

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Performance & Acquisition Creative · Programmatic

The Brief:

Casino.org needed a programmatic video campaign to drive sign-ups and tournament participation around their free-to-enter $10,000 CAD slots tournament, targeting free-game and casual casino audiences across Canada excluding Ontario, which falls under separate regulatory restrictions.

The creative strategy was clear from the brief - lead with the dual value proposition: free to enter and a meaningful prize at stake. Not a hard sell, but an invitation. The audience were casual players motivated by fun, competition and the chance to win without risk, so the creative needed to feel energetic and exciting without being intimidating or overly casino-ified.

Five formats were required across programmatic channels, each with distinct attention dynamics and viewing contexts.

Compliance was non-negotiable throughout. Canadian ad standards, responsible gambling messaging and geographic restriction disclaimers all had to be integrated cleanly across every format without compromising the visual hierarchy of the offer.

Creative Approach:

I read the brief in full and worked out what the campaign needed to do before touching anything. The client provided gameplay footage from JellyExpress and their brand guidelines. The creative territory was clear: high energy, tournament excitement, free-to-enter proposition, credible rather than flashy.

I concepted and storyboarded the approach myself, building around a hook, offer, product demo using the gameplay footage and then a CTA. The storyboard was designed to work as a system from the outset, with the 15-second CTV master as the foundation the other formats were derived from or rebuilt around.

From the master CTV 15-second I adapted the 1:1 square and 9:16 vertical for social, re-composing each for its canvas rather than simply cropping. The skippable pre-roll versions required a separate approach - the offer had to be front-loaded into the first five seconds, which meant restructuring the narrative rather than editing the master down.

All design was built to brand guidelines throughout - typography, colour, motion language and compliance elements consistent across every format.

Execution:

Sole end-to-end delivery. Concept, storyboard, design, animation, voiceover and sound mix across all five formats, produced in Photoshop, Illustrator, After Effects and ElevenLabs for AI voiceover generation. Direct client liaison throughout, from brief interpretation through to final delivery.

Five formats delivered within a five-day turnaround including storyboard sign-off, feedback and final export.

Deliverables

Pre-roll (Skippable), 16x9, 15s

Pre-roll (Non-skip), 16x9, 6s

In-stream (CTV), 16x9, 15s

Mobile (OLV), 9x16, 15s

Social, 1x1, 15s

Market: Canada (ex-Ontario)

Channel: Programmatic video