Midnite Launches First TV Campaign to Accelerate UK Market Push

Television Rollout Marks New Marketing Phase

The 30-second TV spot will air from 27 March on Sky, Channel 4 and Channel 5, across both traditional and streaming platforms. It marks the brand’s first major “above the line” campaign, with further sponsorship and promotional activity expected to follow.

Developed by London agency Fluoro, the ad was designed around Midnite’s brand platform of “getting closer to the games you love.” The narrative follows a female protagonist as she’s transported into Midnite’s immersive gaming world, featuring a vivid blend of casino elements like chips, cards and slot icons.

The surreal 3D environment transitions from indoor to outdoor scenes, culminating at a live roulette table where the player wins. Fluoro used high-end VFX, motion design and 3D animation to create what it describes as a “culturally relevant” and visually distinctive ad.

Aiming To Redefine Online Betting

Nick Wright, CEO and co-founder of Midnite, commented:

“Midnite is taking online betting into the future with next-generation casino where the theatre revolves around the player. Fluoro has helped us stretch the boundaries of what’s possible with their culturally savvy creativity and craftsmanship in motion graphics, VFX and soundscapes.”

Tim Smith, Founder and Creative Director at Fluoro, added:

“Midnite is disrupting its sector and developing a dynamic brand, so in this ad we were able to go wild with an attention-grabbing story arc, effects and perspectives, high energy and culturally relevant shots. Stepping away from the agreed tropes of the online betting industry, we were looking to create an enticing world that’s too good for the viewer to pass up.”