Playtech, a global leader in online gambling technology, engaged ROAST in April 2025 to spearhead the UK relaunch of Mr Green, a multi award-winning casino brand recently acquired by the consumer arm of the business.
Alongside this, Playtech sought a trusted partner to take over paid media strategy and execution for its core consumer portfolio of The Sun brands: Sun Bingo, Sun Vegas, and the Fabulous brands.
By June 2025, ROAST was appointed to lead all paid acquisition activity across both Mr.Green & The Sun brands — balancing the challenge of growing an established portfolio while successfully launching a new product into a crowded, compliance-heavy market.
Challenge
The client’s challenge was two pronged:
- Relaunch Mr Green into a saturated and fiercely competitive UK casino market.
- Strengthen performance across the existing Sun brands while launching into the app market.
ROAST recognised a need for a strong foundational planning and account reviews to ensure the brands had the best chance for success in both the web and app landscape.
Solution
Recognising the critical need for strong structural foundations, ROAST implemented a rigorous onboarding and audit process across both brand portfolios. This began with a complete ground-up build for Mr Green, allowing us to implement best practice from day one including; tailored account structures, precision audience segmentation, and conversion-focused creative frameworks. The approach was rooted in audience-first thinking. Using unbiased insights and intent-based keyword research, ROAST developed a data-led media plan that aligned with user behaviour and the wider regulatory environment. Channel selection was carefully curated to support both the soft-launch activity and the soon full-scale roll-out — ensuring visibility, driving acquisition, and maintaining compliance at all stages. For the existing Sun Game accounts, ROAST conducted a full audit to assess performance, uncover inefficiencies, and identify structural issues. This revealed inconsistencies in setup, lack of adherence to platform best practices, and significant budget wastage — all of which are in the process of being swiftly addressed to restore performance and reduce cost per acquisition.
Results
In the first two months of soft-launch activity for Mr Green, ROAST successfully delivered over 2.2 million targeted impressions. Of those who clicked through, 3% went on to make a first-time deposit, resulting in a cost per acquisition (CPA) of £65. This strong early performance highlights the effectiveness of our data-led planning, channel strategy, and conversion-focused execution.
Please note: ROAST is still within the onboarding phase for The Sun brands, and performance data is not yet available for reporting.
