Boyle Casino has introduced actress and presenter Emily Atack as its new brand ambassador, marking the latest stage in the operator's broader brand refresh and digital relaunch.
The partnership debuts alongside a new creative campaign designed to highlight Boyle Casino's entertainment-focused online experience in the UK and Ireland.
The campaign, developed with Beyond and the Story Club, places Atack at the centre of a virtual, game-themed environment showcasing the updated platform's catalogue.
The activity will run across TV, digital, outdoor and social channels, reinforcing the brand's new identity: 'Serious About Play.'
Atack's appointment comes shortly after the September relaunch of the Boyle Casino platform, which introduced personalised content and upgraded navigation. Players now receive tailored game recommendations along with access to curated jackpot hubs and exclusive Boyle Casino titles.
In addition to the campaign launch, Boyle Casino will partner with Joe Media for a live pub quiz event on 2 December at Islington Assembly Hall.
The themed quiz will feature British pop-culture rounds and opportunities for participants to win prizes, including tickets linked to Boyle Sports' partnerships with West Ham United and the London Lions.
Commenting on the new partnership, Gill Blake-Swift, Director of Brand for Boyle Sports, stated: "Emily is such a natural fit for Boyle Casino - she's fun, relatable and brings an energy that really mirrors where we're taking the brand.
"Innovation lies at the heart of our casino offering and her personality taps perfectly into that momentum, so bringing Emily on board feels like another major step forward."
In related news, Boyle Casino recently integrated ThrillTech's jackpot solution across UK and Irish platforms, whilst parent company Boyle Sports offered guaranteed interviews to 247 staff affected by Paddy Power's retail closures, as part of its investment in UK retail expansion.
A 'Joe Pub Quiz' event in London supports the brand push ahead of the festive season
