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POKERSTARS
Repositioning PokerStars as an entertainment platform through a coordinated, multi-market creator ecosystem.
Strategic Focus - Build a unified creator-led campaign that reframed PokerStars as entertainment rather than gambling, using culturally fluent creators, data-led distribution, and regional localisation to scale engagement across three European markets.
The goal for PokerStars was to move beyond traditional gambling associations and introduce itself as a modern entertainment platform capable of competing in the wider digital content landscape. The challenge was delivering this repositioning across France, Germany, and the Netherlands, without losing cultural nuance or regulatory compliance.
Outcome
- Reached 23.2M people across France, Germany and the Netherlands through 86 creator-led assets.
- Activated six macro creators while maintaining one coherent campaign narrative across three markets.
- Shifted PokerStars' brand positioning toward entertainment, suspense and human psychology.
- Improved brand sentiment and maintained cultural nuance across all markets.
Contribution
- Led creative strategy and campaign architecture across all three markets.
- Reframed the brand around entertainment, suspense and human behaviour rather than gameplay mechanics.
- Directed creator selection, content structure, pacing and storytelling.
- Designed cross-platform distribution across YouTube and Instagram.
- Coordinated localisation with translators, creators and PokerStars' market specialists.