Thrill of the Wait

KenoGO, is a modernised, mobile-first way to play the classic game of Keno. It gives consumers easy and on-demand access to the world’s biggest Keno jackpot of $40 million every 3 minutes.

Our task was to re-launch KenoGO to simultaneously drive brand awareness and first-time deposits. However, KenoGO faced a unique challenge: unlike its competitors, Keno, who have the pub scene and Lotto that leverages specific draw days, it lacked an established occasion to anchor its brand and provide an all-important prompt to play.

KenoGO is all about having fun, no matter where you are or what time it is. So, our strategy was set, KenoGO would own those moments throughout the day that are a bit boring – waiting for a bus, a train, a friend who’s always late, or even your schnitzel at the pub… those times when people would typically start doom scrolling.

And so, KenoGO’s biggest brand campaign to date, ‘The Thrill of The Wait’ was born. With the chance to win a $40 million jackpot every three minutes, KenoGO was positioned as the ultimate boredom buster.

The launch was supported by an extensive media buy across TV, cinema, online video, digital, social media, and out-of-home channels, transforming mundane moments into exciting opportunities to play KenoGO.

In the initial few months of the campaign, KenoGO overtook TLC’s digital Keno offering with 63% download share and became the biggest digital Keno provider in Australia.

Now, KenoGO has firmly established that downtime is no longer dull, we can keep strengthening their position as the #1 Keno provider.