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Performance Marketing
PalaceBet had operated under an outdated brand identity for 6 years and was losing market share to fresher competitors. Player surveys revealed a perception of being 'old-fashioned' despite having strong game selection and fast payouts. We executed a complete brand transformation — new visual identity, website redesign, and coordinated relaunch campaigns across 4 regulated markets.
PalaceBet had been operating with the same brand identity since 2018. While the platform was solid — good game selection, reliable payouts, responsive support — the brand felt stale. Player surveys across the UK and DACH markets showed that 55% of respondents described PalaceBet as 'outdated' or 'generic.' New player signups had declined 20% year-over-year, and creative performance across ad channels was deteriorating as the old brand assets fatigued. The competition had modernized — sleeker designs, stronger brand personalities, better mobile experiences — and PalaceBet was losing ground. The executive team wanted a full rebrand and coordinated relaunch into 4 markets: UK, Germany, Austria, and Canada.
We ran a 4-month rebrand program starting with a 3-week research phase: stakeholder interviews, 1,200-player survey, and competitive audit of 15 rival brands. The research revealed a positioning opportunity in the 'trustworthy premium' space. We developed a new visual identity — refined logo, warm gold-and-navy palette, modern typography, and a photography style emphasizing sophistication. The website was redesigned mobile-first with a 3-field registration flow and 1.3s page load. For the relaunch, we produced 120 ad creative variants across 3 languages and launched simultaneously across Google, Meta, programmatic, and 12 influencer partnerships. A PR campaign in each market announced the rebrand with exclusive interviews and early-access promotions. Results: player signups increased 145% in the first 90 days, brand perception scores improved 72%, average deposit size grew 38%, and CPA dropped 28% as the fresh creative drove significantly higher engagement.