After 25 years in the business, 888 is launching its first ever global brand campaign, uniting the 888poker, 888casino and 888sport brands under one creative expression – 888 is Made to Play.

The masterbrand campaign’s mission is to create unrivalled moments of excitement that reinforce 888’s focus on creating the best betting and gaming experiences around the world.

Recipe’s high-energy 60sec TVC emphasises that the 888 brand is for people who are there for the play, not the pay. The film takes the viewer into the dynamic and colourful world of varying 888 players and the reasons why they play. Whether it’s to unwind, get excited, or unite with friends, the spirit of Made to Play is that everyone can find maximum enjoyment in the way they play. From their surroundings, each player is propelled to another level of play where their experience becomes increasingly exciting across their poker, casino and sport bets.