|Harrah's, the US casino giant, is to launch its first internet gambling site, but with a fresh twist. |
It’s avoiding traditional casino games and is targeting 35-48-year-old women as main demographic. Also new is a subscription model for the games, which allows punters to win prizes even when they're not playing.
The games will be skill-based, rather than casino games. Users will pay subscription fee between £10 and £56 per month for unlimited access to the site. There is a fixed pool of prize money which must be given away each month, with a top prize of £150,000 on the main Wingo game, which is based on Bingo. 'We don't want to subject our audience to that much risk,' explained Kevin Flood, MD of Harrah's Interactive. Harrah’s has a UK license to run Wingo.
Harrah's is a household name in the states, operating 26 land-based stateside casinos. However, it doesn’t seem to think its brand equity is worth much in the UK, so its new site will go by the name of LuckyMe.
Advertising is planned on Yahoo!, MSN, Tiscali and the TradeDoubler affiliate network. Offline advertising will be in women's magazines and shopping centres.
The company is also considering a deal with AOL which could launch in June.