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Rebranding an Internet Gambling Site: 2

PartyGaming’s new online casino marketing strategy almost wholly centers on the development of a new and stronger brand for the company’s popular poker gambling site, Party Poker. Party Poker has already seen an increase in popularity in the past year and Ryan anticipates that the rebranding effort will further ingratiate the site to its players. Rebranding will not only include the look and feel of the site but also address the way in which the gambling company handles the online casino gamblers. Part of the strategy apparently includes efforts to better harness the power of brand loyalty with players through loyalty programs.

Ryan noted that the new strategy relies on Party Poker retaining a high number of the site’s already registered poker gamblers. Competing online casinos frequently offer special incentives and bonuses to lure gamblers away from other sites and the new marketing efforts will address this issue with a more efficient system of rewards and incentives for the site’s loyal poker gamblers.

Also of import is the fact that PartyGaming has announced plans to launch a white label business for the European and international online casino gambling industry. The plans for the white label business were designed to directly address the fact that other internet casinos continue to do business in the U.S. market and PartyGaming needs additional ways to tap the potential within the international market beyond just the PartyGaming brand.

Also on the horizon is the hopeful end to discussions with the U.S. Department of Justice. PartyGaming has had a hard time gaining investor and player loyalties with the threat of legal action from the U.S. government still looming of the company’s head. PartyGaming is hopeful that this issue will find resolution by the end of the year, freeing the company up for strategic partnerships and other options.