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Popular Gambling Brands Rank High in Soundout Index

Popular Gambling Brands Rank High in Soundout Index

Skill-on-Net’s PlayOJO has pipped Asda and other household brands including TalkTalk to the post in this year’s Soundout Index. Foxy Bingo also appears in the 2021 list in 30th place.

PlayOJO, which started offering online bingo games in August 2020, has just been named the most recognised online gambling brand in the 2021 SoundOut Index. It also took 23rd on the list of best-known sonic logos belonging to UK brands.

What’s the Soundout Index?


SoundOut is a sonic branding and audio marketing testing agency that has started creating annual reports on the effectiveness, personality and market penetration of the world’s best-known sonic logos.

What on earth are sonic logos?

As opposed to visual logos such as Weightwatchers “WW” and Nike’s tick, sonic logos are the jingles and sounds that feature in TV and radio adverts.

Sonic logos are designed to help people identity certain sounds or notes with a particular brand, and from a marketing point of view, the more memorable the sonic logo, the better.

Brands typically turn to marketing and design agencies to help them create their sonic logos, and while you might think that coming up with a jingle is simple, a lot of hard work goes into the creation of the final product.

For example, companies need to think about what they want their logo to achieve while also confirming the essence of their brand. They also need to perform touch point analysis to identify how the brand will contact its audience (e.g. online or TV ads).

As one agency explains it, the best sonic logos combine sound and music to create “earworms” that “connect, emote and influence” their audiences.


30,000 consumers took part in SoundOut’s research, and the recently published index will help brands to benchmark themselves against competitors.

The SoundOut Index’s list of UK brands shows PlayOJO just one spot behind Compare the Market and ahead of brands including Tesco, TalkTalk, Aquafresh and Funky Pigeon. Foxy Bingo also made the top 30 list.

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