May 14 / 2017
Latest News / Editorial/

New, fun and entertaining – Casino and Friends

Founded in late 2016 CasinoAndFriends was made in the belief that the world of online casinos should be a place for fun and entertainment! To contribute to this vision CasinoAndFriends launched in October 2016 as a response to more traditional casinos.

Casino & Friends

“We thought that the fun and entertainment part had been missing from the Casinos for a while and if we don’t dare to change that – then who will?” says Peter Hellqvist, Co-founder and Affiliate Relationship Manager at CasinoAndFriends.

Visiting CasinoAndFriends you will quickly meet up with a number of different characters, all of whom contribute to a new kind of Casino experience. They are both a dysfunctional family and a group of friends hanging out at the Casino. The characters each have a dual function: while they are all brand ambassadors for CasinoAndFriends, they also communicate with each other, just like real friends do. Naturally they also speak directly to the players. In communicating with new and potential players, they represent a broadening of marketing-methods within the affiliate world. Throughout the players membership at the site the friends keep communicating in different ways to different target groups in newsletters, campaigns and SMS-conversations. All this contributes to a longer and more developed form of CRM with the players, not to mention that it makes the whole playing experience more fun and entertaining for all the users at the site.

The characters are the core 

The current set of characters consists of five charming guys: Don Casoni, Mr. Jack Pots, Harald Halfway, Freddy Fortune and Gordon Golddigger. So why create a whole family instead of just a single character? “We have deliberately created a number of characters and given them different personalities because we want to reach out to as much of the intended target group as possible.”

Peter Hellqvist explains and he continues:

“As different people we also respond to different types of communication and identify ourselves with different characters and their way of acting and behaving reflect the general social behavior that all us have going on between us on a daily basis: the dynamics of our relationships, our good and bad sides, our needs and worries and so on”.

The idea behind the characters 

Three important and fundamental factors have been used in building up the characters:

Behavior: According to the DISC model, a scientifically proven behavior model, all human beings share common, psychological behavior patterns that affect our way of communicating and interacting with other people. The characters reflect the different personalities found in the model. “Basing the characters on such a common, psychological theory, our target audience will not just be able to relate to the different characters themselves, but also to recognise other people in their lives within the other characters”

Extreme and Interesting: To make the characters interesting and easier to remember, and also from a business perspective getting the players eager to know what the friends will say or do next and share their activity in social media, they have been made extreme and stand out in different ways.

As Peter Hellqvist puts it; “To stand out from the crowd you need to be a little crazy, People remember crazy.” CasinoAndFriends recommend all partners to emphasize the aspects of the characters that stand out, as a tool to help them reach through to the users and be heard in an otherwise crowded casino market.


Recognition: It should be possible to draw parallels to real people, famous people, movie characters and other references that already have a number of built-in attributes to elaborate on. An example is the shark, Don Casoni who is easily recognized as the “Godfather”. By making this reference the audience will already have some idea of how Don Casoni behaves and what he thinks about certain issues.

“Anyone being able to recognize a couple of Jack Nicholson’s movie characters in Mr. Jack Pots, are also 100% correct” says Peter Hellqvist with a smile.

Social and provocative

Daring to stand out from the crowd – which is necessary if the goal is to continue to be fun and entertaining – requires a certain amount of social engagement. If this is combined with the courage to be a little provocative in the communication with the players, a very potent mixture is created.

“Various social media platforms enable us to be provocative in our communication, at the same time as we use our characters to reach out to people – So this is what we are – Fun, Entertaining, Social and Provocative!” Peter Hellqvist finishes.

This article was published first on SiGMA MagazineHave you attended SiGMA last year? Relive the highlights from our last show and stay tuned for this year’s SiGMA. Watch out for what we’re branding as the ‘iGaming Village’ this year.

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