32Red Casino has been a standout site on the online slots scene since 2002, offering players a fantastic playing experience. Now with a new, very aptly named, brand ambassador, 32Red is back on our screens and bigger than ever. Comedian Red Richardson, famous for his Edinburgh shows and weekly podcast, takes centre stage in the latest ‘Play incREDible’ campaign.
A New Chapter for 32Red
The new ‘Play incREDible’ campaign reflects a refreshed direction, with a fast-paced, futuristic vibe. Richardson kicks off with the memorable line, “At 32Red, we take online casino and make it incREDible,” before diving into showcasing the site’s standout games – popular slots inspired by ITV hits and using his skills in physical comedy to bring elements of the games to life.
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Joining a Line of Iconic Brand Ambassadors
Before Richardson took on the role, controversial TV personality Keith Lemon was the face of 32Red from 2021, with an offbeat humour that reflected the brand’s playful and quirky identity. Lemon wasn’t the first 32Red celeb brand ambassador – Paddy McGuinness, Michael Owen, and actress Kara Tointon back in 2010 have also graced the hall of fame. Each helped 32Red connect with different audiences over the years.
Showcasing the Best Games in the ‘Play incREDible’ Campaign
Richardson doesn’t just bring laughs—he also shines a spotlight on some of 32Red’s most well-known casino games, like Tipping Point, I’m a Celeb, and The Cube, all inspired by ITV’s popular shows. Themed slots are always a hit with players.
The campaign also highlights fan-favourite slots such as Immortal Romance 2 from Games Global (which purchased a lot of Microgaming assets in 2022), one of the leading online gaming software providers, with its gothic and brooding gameplay.
Behind the Scenes & What the Creators Say
The ad is set to the tune of Scissor Sisters’ Filthy/Gorgeous, making it full of energy.
Produced by Armoury Films, the campaign will appear across TV, radio, and digital platforms in key TV ad slots like The Last Leg, major football matches, and late-night Channel 4 films. It also runs on radio station Capital FM.
On the creative approach, Rollo HollinsDirector at Armoury Films says: “The brief for this campaign was all about pushing boundaries and creating something that resonates with 32Red’s audience on a deeper level. By bringing Red Richardson into the mix as their new ambassador, we added a unique flavour of humour that perfectly complements the bold and unexpected moments we’ve created”.
32Red’s Head of UK Marketing Adam Gaskell added: “We’re thrilled to launch this new campaign featuring Red Richardson as our new brand ambassador. The energy and wit he brings are perfectly aligned with the 32Red brand, and we believe this campaign will set a new standard for how we engage with our customers”.
32Red’s Evolution and Future
The arrival of Red Richardson and the launch of the whole ‘Play incREDible’ campaign support 32Red’s future as an ‘entertainment’ brand. As the campaign rolls out, 32Red is ensuring that it remains a major player in the online casino world.
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Esther Rubin
iGaming Writer
The Bingo & Slots Specialist
Esther Rubin is a bingo and slots specialist with years of hands-on experience in the online gaming industry. Having worked as a bingo chat host, VIP manager, and promotions strategist, she has a deep understanding of online bingo platforms, community engagement, and player rewards. At WhichBingo, Esther reviews bingo sites, game variations, and promotions, helping players find the best platforms for a fun and fair gaming experience. She also analyzes slot games, offering insights tailored for bingo players exploring slots. With a player-first approach, Esther’s reviews break down bonuses, jackpots, and game mechanics in a way that’s clear, engaging, and community-focused.
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