Automating Marketing Asset Production for the World’s Leading Gaming Group
Produce marketing assets during sporting events
Reduce reliance on external agencies
Allow hundreds of non-designers to create brand assets
GVC is one of the world’s largest sports betting and gaming groups. GVC employ over 300 marketing staff across more than 20 brands including Ladbrokes, Coral, partypoker and Gala Bingo.
Marketing Challenges at GVC
Artwork production for such a vast and diverse range of teams, brands, sports and games was a real challenge for GVC. Coping with strategic marketing projects while reacting to time sensitive artwork and social media graphic production created bottlenecks and inefficiency.
The CRM team for example were finding the process of briefing, waiting for artwork and revision cycles to be cumbersome and slow. Inevitably this lack of speed led to third party creative agencies being drafted in. Design costs rose and brand consistency suffered.
Another challenge was creating graphics for real-time odds. Even in 2020 designers had to physically locate themselves alongside traders to obtain up to date odds and respond with graphics as a game or event unfolds.
ROI360 worked with the GVC artwork team to build “Kit Room”. A place where non-designers can create their own marketing from brand consistent artwork templates. Kit room has reduced artwork origination time from weeks to minutes and removed countless email threads, frustrating revision cycles and missed deadlines.
Social Media Graphics
Kit Room now holds dozens of dynamic templates to enable the creation of imagery for Instagram, Twitter and Snapchat. Non-designers are able to choose layouts, use builder elements to create scorer tables, pick from images and update odds. It now takes just a few minutes to create high quality, on-brand, legally compliant social media graphics.
The CRM team need to produce consistent imagery for use across social sites, email footers and microsites. Image kits allow the team to choose images, input copy and produce up to 19 variants of the asset, all at the correct aspect ratios simultaneously. What used to take hours of design time is now produced automatically from a single set of design choices.
The breadth and flexibility of the templates has provided teams with the scope to deliver highly original, tailored creative with no impact on the creative design team.
Since implementing Kit Room, marketing asset production has increased 86% with tens of thousands of social graphics, web icons and adverts being produced without intervention.
The need for external agencies has reduced significantly with the associated benefits of a return to brand consistency.
Creative talent at GVC has been redeployed from disruptive, routine production work, to strategic marketing priorities and campaigns.