Play OJO
Case Study: Expanding Across Canada
Challenge
Following a successful television launch in the UK, PlayOJO tasked the team with extending activity internationally, beginning with the newly regulated Canadian market.
The challenge was to build on the brand’s existing success and test across all networks that allowed casino advertising, while managing a carefully controlled budget that would scale with performance.
Goal
To establish a strong above-the-line presence in Canada, testing every viable network and scaling investment month by month in response to results.
The ultimate aim was to create a foundation for international growth that could later expand into additional markets once success was proven.
Solution
The solution was to adopt a core, test and evolve approach — a strategy built on flexibility, adaptability and continuous learning. As online gambling regulations developed across different regions, activity was adjusted in real time to stay compliant while maximising efficiency.
Support also extended beyond planning and buying, with assistance on copy approval, delivery and commercial advice, ensuring a smooth and stress-free process for the client.
Strategic Actions
1. Radio Expansion
Regional radio and outdoor activity were trialled in 2023, both performing strongly and subsequently becoming core media channels in 2024.
2. Sponsorship Opportunities
Radio and television sponsorships were tested in 2023, then rolled out as part of the wider strategy in 2024 following proven results.
Results
Since regulation, PlayOJO has seen a consistent increase in first-time deposit volume and above-the-line investment, with performance and brand presence growing year on year.