Campaign details

Brand: 32Red
Advertiser: Kindred Group
Agency: M.i. Media


32Red is a multi-product gambling business built on online casino. In 2013 it appointed M.i. Media and developed a 2014–2017 accelerated growth plan (AGP) in which marketing communications would play a crucial role.

The plan's effective implementation helped double business revenues to £100m per year and resulted in 32Red plc being sold to Kindred plc for £176m – four times its valuation at the start of the growth programme.

Customer modelling and predicting future churn showed that 80% of the required revenue would have to come from new player acquisition.

Mapping a credible path to 32Red's revenue targets helped identify the communications priorities and provided benchmarks for monitoring the impact of communications channels vs. plan.