Unibet's Maria subsidiary set for major overhaul
Brand to focus on casino vertical and expand into new player demographics with revamped website
Unibet is to completely overhaul its Maria subsidiary this month, including a new fully responsive front-end website and updated brand tonality, as the firm moves to diversify the appeal of its female-focused product.
Maria will be relaunched as ‘Maria Casino’ in mid-February, eGaming Review has learned, following a shift away from bingo to casino as the preferred choice of the brand’s customers and a decision to target both female and male customers.
The self-described “revolutionary” Maria Casino website will offer players a seamless experience across all channels, a revamped logo and branding, a host of personalisation features and a new dashboard.
“While Maria will always be a brand with a feminine touch, we’ve updated the target audience to include both female and male players,” Unibet’s head of Maria, Dersim Sylwan, told EGR.
“And because of the shift we’ve seen from bingo to casino as preferred product we needed to update the brand in order to better reflect our customer demographics and Maria will now primarily be a casino-focused operator.
“Bingo will, however, continue to be a key product for us considering the new exclusive bingo client we just launched last year which we’ve seen great results from,” Sylwan added.
In addition to the revamped website and branding, Maria Casino will feature a new brand character which the operator said it hoped would provide deeper player engagement and loyalty from its customers.
Maria is to back the relaunch with “an exciting and thrilling new marketing campaign” across multiple channels to help reach out to both its new and existing customers to introduce the brand character and new website.
“We have prepared new TV ads that will run in all our core markets but also new content and ads in all other channels such as mobile, radio and print,” Sylwan said.
“On top of that we will be running a major Social Media launch campaign with the concept name “Where there is adventure, there is reward,“ he continued.