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Cyber Slots
Brand and communication strategy,
name, visual identity / Ukraine
Cyber Slots — gambling parlor network
Background
Since the prohibition of offline casinos and slot machines 12 years ago, Ukrainians have been gambling online. In August 2020, the President signed a law legalizing gambling. One of our clients wanted to launch a new kind of gambling parlor, starting with four locations in different cities in Ukraine.

To create our brand, we conducted research, developed a brand platform, created a new name, and a breathtaking visual identity. To make everything work we made a communication strategy.
Findings
Our research showed that gambling has a terribly poor reputation. The main barrier to visiting casinos is that people feel they would be doing something condemned and forbidden.

On the other hand, we found that responsible gaming rules help remove the barrier. Such rules put the gambling industry in an atmosphere of social responsibility. Responsible rules show that the industry is aware of the dangerous consequences of addiction. We understood that gambling has a poor reputation because it is considered to be simply an easy way to earn and lose money.
Insight
Each game has principles. Otherwise, it's not a game.
Before we started working on the brand, we decided to get the essence of every game. We turned to the critical work on the game treatise phenomenon "Homo Ludens" by Johan Huizinga (a study of the play element in the culture).
There are four essential principles of every game:
Goodwill
Access to a game is free, and the game itself is freedom. A forced game is not a game but an imitation.
Play is different
A game is not an ordinary life, but a way to escape routine. This is a new world, where new laws are in effect and cannot be broken.
Limitation
A game differs from real life in its location and duration. It takes place in a unique time and space.
Non-materiality
A game can not bring any profit. Otherwise, it is no longer a game.
These principles gave us the basis for creating a brand strategy. We realized that first of all a game is emotional and exciting. We aren’t sure what’s going to happen nor who is going to win. We can experience the thrill of victory or the agony of defeat. When money is at stake, all these feelings are sharper. But when we play for money, the game loses its excitement and becomes just another job.

Our goal is to separate our game from the stereotypical perception of gambling. We want to associate ourselves with the pleasures of gaming, not with the luxuries of material life.
Naming
In the gambling industry, practically any noun or adjective with the prefix "casino" is already being used. The advantage of such names as a bet, slot, split, win, twin, and spin is they immediately reveal the business category.

We wanted to emphasize technology, professionalism, and reliability. The name must evoke excitement, lust for the future, and most of all ‒ integrity. Finally, we settled on the futuristic "Cyber Slots." With this name, we laid the foundation for a new and different experience, making it the game of the future. The brand should be perceived as a portal from everyday life to the world of excitement, fun, and relaxation.
Positioning
Gambling of the Future.
Mission
To make the gambling business a social norm.
We wanted to teach people that the joy of the game is found in the process, not only in victory. The substitution of pure game enjoyment with playing only for money is our arch-enemy.
A big idea
Good time \ Good game.
Brand legend
Technological progress and society gave the modern man what his ancestors did not have — stability. Most people do not have to be afraid of hunger or illness, and life is full of conveniences.

But progress has deprived people of a sense of risk, excitement, and the ability to obtain a splash of adrenaline. Because of this, humanity is increasingly immersed in fictional game worlds that allow you to feel like a hero, even if you are just a bank clerk. In this situation, gambling performs an essential function, providing an emotional outburst beyond routine and order.
Values
We characterized all further communication through the prism of values. Clearly defined values helped us make decisions at the business level and be consistent in our ideas and tendencies.
Consciousness
We promote an informed approach to gambling. We have a set of rules which explain how to protect oneself and how to achieve maximum pleasure while playing. We advertise the principles of responsible gaming in all categories.
Personification
We want to do the best for our clients and inspire long-term relationships through loyalty systems and modern technological solutions.
Innovation
We want to be recognized. We modify our games with new technology, branding, and nonstandard marketing. We support innovation in all areas of business.
The desire to win
The very idea of our company is a gamble. In this way, we are experiencing the gaming process. We do everything according to the principles of a game: there are laws and specific limits, but we behave as freely as possible within them.
Security
Modern technologies and our expert knowledge allow us to provide privacy at all levels. We never share information about our clients.
Tone of Voice
We maintain three principles of communication:
1
Honestly
We do not promise too much, and we speak directly. If someone has played for an excessive amount of time, we recommend taking a break. We do not promise outlandish riches or the road to a new life.
2
Smooth
Victory is not the goal. CyberSlots is a daily party where your main goal is to enjoy the game and have some fun. Every day is Friday, and each room is a little Vegas.
3
Sincerely
We provide the best service, which can remind guests of a neighborhood pub.. We treat a person with respect, without manipulation. Our regular customers become our friends.
Visual identity
The word "cyber" creates associations with technology, the future, Elon Musk's Cybertruck, algorithms, and reliability. We are the epitome of contemporary gambling entertainment. We capture the "space of the future" and take this idea with us to all of our casinos.
The logo
The Cyber Slots logo is the leading brand identifier. The logo can be adapted to be used in product placements.
Pattern
The Cyber slots visual system uses nine patterns that convey the idea of slots that appeal to the variety of emotions arising during the game.
Media
This is how the brand identity works on different placements, which are used daily in brand communication so it will be recognized by the audience.
INTERIOR
EXTERIOR
Pravda Studio
Communication strategy
We created an ecosystem of channels to bring the brand idea to the consumer. We developed unique messages to share our message with the audience. The communication roles of the brand demonstrates how the brand is manifested in each of the channels:
Homo Ludens (the man who plays)
This part of the brand is an educational mission. It highlights the intellectual and moral values inherent in the person who plays. It highlights the primary game function and the development of the player's archetype, romanticizing his image in mass culture.
Message: The game is a part of human nature.
Gatsby
In this role, the brand acts as the party host, who wants to surprise, impress, and to show the guests all the best. Therefore, he is a gambler. He believes that game is the process, and any result is a win-win. He believes in luck and knows how to capture it.
Message: You'll have something to remember!
Referee
The role is a buffer between the player and the community. The brand gives all the necessary data to ensure that people were informed about the process of the game and endeavored to give maximum satisfaction. He writes the game's rules and insists that they benefit everyone.
Message: Play consciously.
The brand is ready to launch. Cyber Slots will live and change our perception of the game.
PROJECT
TEAM
Cyber Slots
Director: Vladislav Ivanikov
Marketer: Natalia Lurie
Patsany Agency
Creative Director: Dmytro Yatsyna
Strategic Director: Evgeniy Zingerman
Strategist: Maria Vasilenko
Copywriter: Sasha Fayna
Art director: Alevtina Makovska
Hily
Advertising campaign / US, France
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