The question…
How do you get a B2B brand out of a rut and reinvigorate the relationship with it’s customers?
What we did…
Orbis is the world’s leading provider of white label integrated gaming and betting solutions. In addition to their market-leading ‘OpenBet’ platform software, they constantly produce new games packages – slots, reactors, accumulators, keno, scratchcards etc – as added value traffic drivers for gaming sites. These games packages are a key sales driver for Orbis, so getting their customers excited about each package launch is crucial to their success.
Orbis’ communications were corporate and brand-led and they made very little of their innovative game products. In a highly competitive and dynamic marketplace, achieving standout is crucial so by shifting the focus from the brand on to the games positioned Orbis as innovative industry leaders to potential customers. Our strategy was to start with a teaser campaign to build anticipation about the imminent release of the new package. Each package has a lead game, and for package 16 the lead game was ‘Invasion of Planet X’, so we utilised colourful retro graphics to reflect the game’s kitschy look and feel. When the package went live, we sent a high quality DM pack, again using the retro look and with a fun memorable gift, in this case a remote control UFO, which not only captured the fun element of the game but has the ability to engage customers and act as a permanent desktop reminder about the new games release.
Our client was delighted with the result and is confident that their customers will be too.
What was next…
After proving that B2B communications don’t have to be dry, we looked at how Orbis were displaying the games on their website. The site wasn’t acting as an effective shop window so we overhauled the design of the games section and created a site that showcased new titles as well as their vast back catalogue of titles in a wide variety of genres which was easy to navigate, simple to use and easy for Orbis to update with new games releases and where potential customers could come and quickly and easily play demo versions of the games.
