888.com’s Casino On Net is set to launch a £6m multi-format advertising campaign in the UK, which carries the theme: “Life is one big game”. One aspect of the campaign will be the creative use of billboards, bearing questions such as “We’ve put another poster down the road. Red or Black?”, to give users what the company described as “an interactive traveling experience”.

In the company's latest interim report CEO Gigi Levy commented: “Our marketing refocus in the first half of 2007 was invaluable in our efforts to turn the company around, based on our focus of delivering state-of-the-art integrated marketing. We have activated more marketing campaigns outside the US than ever before, with a strategic focus on key local target markets.”