The immensely popular venue game Keno has initiated a re-launch to “drive customers into pubs and clubs”.

Played by an estimated 2.7 million each year and delivering $62 million back to players in winnings each month, the Tabcorp subsidiary is undergoing a transformation that will “deliver a fresh, customer-driven experience” to more than 3,600 venues in the eastern states.

The brand is being repositioned as “playful, fun, social and accessible” and the ‘play’ concept factors into the new logo (below), to “communicate the liveliness”.

Customer touch-points at venues will feature new animations, an enhanced self-service terminal experience, and new game cards.

Keno has also begun its largest advertising campaign to date – introducing “Let’s Play!” across television, radio, digital and outdoor.

The new brand is now live in Victoria, where the new TVC launched last week. Changes and advertising will be rolled out across New South Wales, Queensland and ACT over coming months.

The new image also includes a revamped digital presence and innovative, customer-led products – all designed to increase dwell time inside venues.

Adam Rytenskild, Tabcorp’s chief operating officer – Keno & gaming, said the revamped Keno is more than just a new look.

“The new Keno customer experience ensures current and new Keno customers are at the centre of everything we do,” said Rytenskild.

“We’re aiming to increase participation from existing customers and attract new customers to Keno with a fresh brand, new customer offer and new products.

“Launching a new brand is just the start of what’s to come.”

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