US Poker Operators UltimateBet And Absolute Poker Plot UK Launch Blitz

Two of the biggest US online gaming operators are planning multimillion-pound assaults on the nascent UK poker market.

UltimateBet is launching UltimatePoker in the UK this week, backed by a £4.2m campaign. It has hired FCB London and Tonic to handle the brief, following a competitive pitch handled by the AAR late last year.

Absolute Poker, the world's fifth-biggest online poker brand, also has ambitious UK plans, and has hired Cheetham Bell JWT to handle brand development and launch activity. Budgets have not been disclosed, but Absolute Poker is a multimillion-dollar advertiser in the US, and is understood to be planning a heavyweight UK campaign this summer.

Both launches aim to cash in on the growing interest in poker in the UK, which has been fuelled by a number of live TV poker tournaments.

UltimatePoker's launch activity will include the sponsorship of nearly 3,000 London taxis, a consumer press and online campaign, and sponsorship of several horse racing events.

The advertising will portray different animals to support the strapline 'What kind of poker animal are you?' In addition, UltimatePoker is in negotiations with an unnamed UK broadcaster about developing a poker series for television, to be screened this summer.

Last month the House of Lords passed updated UK gaming laws, enabling casino and poker operators to advertise on TV. However, industry experts believe this will not happen until 2006 at the earliest.